Articles

GENERATION Z AND CONSUMER BEHAVIOR: BRAND IDENTIFICATION, PERCEIVED AUTHENTICITY AND PURCHASE INTENTION

Geovanna Neres Andrade, Larissa Rodrigues Vera, Nicole Hellen Souza Oliveira, Rafaela Gabrielle Fernandes Silvestre, Rafaela Sanches Bizutti, Prof. Me. Eder Freitas

Introduction: Generation Z consumes in a digital environment saturated with campaigns, and brand authenticity and brand identification are seen as relevant bonds, yet they are rarely tested together. Objective: to analyze what the literature supports about the …