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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Bibliographic Details
Main Author: Capelo, Inês Ribeiro dos Santos (author)
Format: masterThesis
Language:eng
Published: 2015
Subjects:
Millennials
Brand awareness
Customer engagement
Brand equity
Generation Y
Co-creation
Cause-related marketing
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
Online Access:http://hdl.handle.net/10400.14/16990
Country:Portugal
Oai:oai:repositorio.ucp.pt:10400.14/16990

Internet

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

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