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

• Main Author: Ratakam P.
• Other Authors: Mahidol University
• Format: Article
• Published: 2023
• Subjects: Business, Management and Accounting
• Online Access: https://repository.li.mahidol.ac.th/handle/123456789/83956

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...