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From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers.

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Title: From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers.
Authors: Krishnakumar, M.1 mkrishna.kumar@nift.ac.in, Ravindran, Rajish K.2 rajishk.ravindran@nift.ac.in, Mathew, Jaya3 jaya.mathew@nift.ac.in
Source: IUP Journal of Brand Management. Jan-Mar2026, Vol. 23 Issue 1, p49-71. 23p.
Database: Business Source Ultimate
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        Value: 10.71329/IUPJBRM/2026.23.1.49-71
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        Text: English
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      – TitleFull: From Consumer Traits to Purchase Intention: Role of Brand Salience and Brand Resonance Among Gen Z Luxury Fashion Consumers.
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              Text: Jan-Mar2026
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