Millennials brand awareness

Master thesis English OPEN
Capelo, Inês Ribeiro dos Santos;
(2014)
  • Subject: Millennials | Brand awareness | Customer engagement | Brand equity | Generation Y | Co-creation | Cause-related marketing | :Ciências Sociais::Economia e Gestão [Domínio/Área Científica]

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 ... View more
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