Are millennials a good target in the non traditional hair colour segment? Comparing gen X and Y

This research examines if there are significant differences on the motivation to interact with brands through social media between Generation X and Millennials (also called Generation Y). Furthermore, this study intends to examine if there is a relevant difference in their preference for non-traditi...

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Detalhes bibliográficos
Autor principal: Casiraghi, Edoardo (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2018
Assuntos:
Consumer behaviour
Non-traditional hair colour
Brand engagement
Generational cohort
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10362/24436
País:Portugal
Oai:oai:run.unl.pt:10362/24436

Texto Completo

http://hdl.handle.net/10362/24436

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