Millennials brand awareness

The present work aims at identifying Portuguese Millennials’ characteristics and uses them to create guidelines brands should use when it comes to successfully engaging with this generation in Portugal. A literature review about Millennials and Brand Awareness has been conducted so a research model...

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Detalhes bibliográficos
Autor principal: Capelo, Inês Ribeiro dos Santos (author)
Formato: masterThesis
Idioma:eng
Publicado em: 2015
Assuntos:
Millennials
Brand awareness
Customer engagement
Brand equity
Generation Y
Co-creation
Cause-related marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Texto completo:http://hdl.handle.net/10400.14/16990
País:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/16990

Texto Completo

http://hdl.handle.net/10400.14/16990

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