E-Marketplace Brand Equity: A Study on Generational Cohort
Objective: This study examines generational differences in e-marketplace brand equity (eMBE) across Generation Y and Z, and compares the platforms Tokopedia and Shopee. Research Design & Methods: A quantitative approach was employed through surveys, in which respondents assessed the dimensions o...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universitas Islam Nahdlatul Ulama Jepara
2025-06-01
|
| Series: | Journal of Management and Entrepreneurship Research |
| Subjects: | |
| Online Access: | https://journal.unisnu.ac.id/jmer/article/view/2025.6.06.1-56 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|