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ID361471
Title ProperBranded content: A bridge building Gen Z's consumer-brand relationship.
LanguageENG
AuthorBezbaruah (Subhalakshmi) ;  Trivedi (Jay)
`In' analytical NoteVision : Journal of Business Perspective 24(3) Sep 2020 pp 300-309
Journal SourceVision : Journal of Business Perspective 2020-09 24, 3
Classification NumberX:513
Key WordsBranded content: Consumers: Purchase intentions: Brand relationship ;  Consumers: Purchase intentions: Brand relationship: Branded content ;  Purchase intentions: Brand relationship: Branded content: Consumers ;  Brand relationship: Branded content: Consumers