Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317959 
Year of Publication: 
2025
Citation: 
[Journal:] ENTRENOVA - ENTerprise REsearch InNOVAtion [ISSN:] 2706-4735 [Volume:] 10 [Issue:] 1 [Year:] 2024 [Pages:] 176-190
Publisher: 
IRENET - Society for Advancing Innovation and Research in Economy, Zagreb
Abstract: 
This article investigates the effect of brand awareness, brand equity, digital media content and emotions on purchase intention of Gen Z. The scope of study is focused on people born in the period 1997 - 2012 or Gen Z in North Macedonia. The answers are retrieved from an online questionnaire, delivered to 444 responders. The data is analyzed using regression model. The findings show that all the independent variables, such as: brand equity, brand awareness, digital media content and emotions are positively related to the dependent variable, which is purchase intention. Thus, we concluded that brand awareness, brand equity, digital media content and emotions have a positive impact on purchase intention of Gen Z.
Subjects: 
generation Z
brand equity
brand awareness
digital media content
emotions
JEL: 
J11
J13
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc Logo
Document Type: 
Article

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