The importance of conducting generational analysis in the marketing discipline has allowed us to know their attitudes, intentions and behaviors. Knowing everything about the youngest cohorts of consumers is of paramount importance because it allows companies to gain competitive advantage. Marketing literature on Generation Z is still in its infancy. This Special Issue aims to fill this gap by exploring Generations Z’s value, motivations, attitudes, intentions, behaviors and models of consumption. After providing some information about Generation Z’ characteristics, we conclude the introduction with the summary of the first five articles making up this Special Issue.
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