Brand identity factors that influence Gen Z’s purchase intentions of green skincare brands on social media: An Esse and SKOON case study.

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Gallus, Emilie.pdf (3.15 MB)

Date

2023

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The IIE

Abstract

Convenience sampling

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Keywords

Green skincare, Brand identity, Purchase intention, Gen Z, Social media, Theory of planned behaviour

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https://iiespace.iie.ac.za/handle/123456789/938

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Research Reports: Vega School of Brand Leadership

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