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Research on the infl uence of luxury brand communication mode on the purchase motivation of generation Z Youth

Wenju Gao, Lingling Liu


the so-called “generation Z youth” is a popular name in Europe and America. It mainly refers to the generation born
between the mid-1990s and 2010. This generation is greatly influenced by information technology because it was born to coincide with the
information age. It is also known as “Internet generation”, “digital media indigenous” and other different names. With the advent of the
information age, commodity brand communication has become more efficient. In particular, the rapid development of China’s economy
has given most of the generation Z youth a strong desire to buy, and luxury brands have sprung up as a result. The effective luxury brand
communication mode has a great impact on the purchase motivation of generation Z youth. Therefore, choosing the appropriate brand
communication mode is of great signifi cance for luxury brands.


generation Z youth; Luxury goods; Brand communication mode

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Included Database


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DOI: http://dx.doi.org/10.18686/modern-management-forum.v6i11.6626