CHO , Klarrise Nicholle; MARASIGAN, Lizzie Guia; TAN, Jessica Lhay. Application of Perceived Brand Authenticity, Consumer Identity, and Rainbow Advertising Towards the Purchase Decision of Gen Z Consumers in the Fashion Industry. Aloysian Interdisciplinary Journal of Social Sciences, Education, and Allied Fields, [S. l.], v. 2, n. 5, p. 1451–1470, 2026. DOI: 10.5281/zenodo.20097122. Disponível em: https://journals.aloysianpublications.com/index.php/articles/article/view/615. Acesso em: 8 sep. 2026.