From means to end: Understanding the millennial mind when buying luxury jewelry brands

• Main Authors: Pavida Ratakam, Phallapa Petison
• Other Authors: College of Management Mahidol University
• Format: Article
• Published: 2022
• Subjects: Business, Management and Accounting; Social Sciences
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/73578
• Institution: Mahidol University

For those in the luxury fashion industry, the global fine jewelry market has rebounded from the effect of the COVID-19 pandemic due to the participation of millennials. Understanding the attitudes and values that drive millennials’ decision-making processes, as well as acquiring better knowledge of...