Generational perspectives on logo complexity: influencing luxury perception and purchase intention
IntroductionThis study provides branding guidance for fashion brands in the new economic landscape by examining how brand identity complexity influences luxury perception and purchase intention, particularly focusing on generational differences between Generation Z and Generation X.MethodsTwo experi...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-06-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1475326/full |
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