“Other Customer” Perception as Strategic Insight into Gen Z Consumer–Brand Identification and Purchase Behavior: A Mixed-Methods Approach
Published online on March 08, 2024
Abstract
American Behavioral Scientist, Volume 70, Issue 5, Page 590-619, May 2026.
This study addresses the knowledge and research gaps regarding the “other customer” concept within the consumer–brand identification paradigm, drawing on branding and consumer behavior theories. We consider the “other customer” as the other customers of a ...
This study addresses the knowledge and research gaps regarding the “other customer” concept within the consumer–brand identification paradigm, drawing on branding and consumer behavior theories. We consider the “other customer” as the other customers of a ...