K. N. Cho, L. G. Marasigan, and J. L. Tan, “Application of Perceived Brand Authenticity, Consumer Identity, and Rainbow Advertising Towards the Purchase Decision of Gen Z Consumers in the Fashion Industry”, Aloysian, vol. 2, no. 5, pp. 1451–1470, May 2026, doi: 10.5281/zenodo.20097122.