THE IMPACT OF DIGITAL STORYTELLING ON LUXURY BRAND EXPERIENCE, BRAND AUTHENTICITY, AND BRAND ATTACHMENT TO GAIN FAVORABLE CONSUMER ATTITUDE (MILLENNIALS AND GENERATION Z)
Millennials and Generation Z are projected to be the new consumers for the growing global luxury market. Luxury brands need to have a deep understanding of this cohort as they are tech-savvy generations who tend to look for information digitally. Having infinite access to hundreds of brands, luxury...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/64580 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |