publication . Master thesis . 2014

Millennials brand awareness

Capelo, Inês Ribeiro dos Santos;
Open Access English
  • Published: 01 Jan 2014
  • Country: Portugal
Abstract
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...
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handle: 10400.14/16990
Subjects
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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