publication . Master thesis . 2014

Millennials brand awareness

Capelo, Inês Ribeiro dos Santos;
Open Access English
  • Published: 01 Jan 2014
  • Country: Portugal
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 could be created. The new 3 Cs of Millennials Brand Awareness model identify Content & Creativity, Customer Engagement and Cause-Related Marketing as central pillars brands should considerer when targeting Millennials. Data to test the model was collected through a web-based questionnaire regarding Millennials and Non-Millennial respondents so both generations could b...
free text keywords: Millennials, Brand awareness, Customer engagement, Brand equity, Generation Y, Co-creation, Cause-related marketing, :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
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