Abstract
The importance of the academic literature about luxury follows an exponential curve. Among the topics studied, the luxury consumption is central, but a few works are focused on the Y-Generation (young adults, up to 32 years old) and only from a local perspective (Sun 2011). With the democratization of luxury, all generations are targeted by marketers and there is an academic and a managerial interest to understand the Y-generation consumers’ motivations for using and purchasing luxury goods. It is the purpose of this exploratory research.
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Acknowledgment
This study was conducted while Dr Cohen and Mrs. Luostarinen were affiliated to the International University of Monaco.
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© 2017 Academy of Marketing Science
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Cohen, C., Luostarinen, A. (2017). What Are the Y-Generation Consumers’ Motivations for Consuming and Purchasing Luxury Goods? An Extended Abstract. In: Rossi, P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-47331-4_246
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DOI: https://doi.org/10.1007/978-3-319-47331-4_246
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