Nostalgia-Driven Design and Digitalization of Brand Spokes-Characters for Generation Z
Generation Z, as the first generation growing up in the environment of globalization, has emerged as a new important consumer group worldwide. Compared with other generations, members of Generation Z possess some notable characteristics such as lower brand loyalty and less interest in mainstream pro...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2021-01-01
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| Series: | E3S Web of Conferences |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2021/12/e3sconf_icersd2020_05063.pdf |