KOREASCHOLAR

GENERATION Y AND ITS PERCEPTION OF COOL BRANDS – A MIXED-METHOD APPROACH

Ana Jakić, Maximilian Wagner, Anton Meyer
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271790
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.1996-2001
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Generation Y is becoming important to marketers. Since this consumer is disloyal, more value has to be offered to him. This value can be generated through “coolness” of a brand. By means of a mixed-method approach the German Generation Y consumer is characterized and his perception of cool brands elaborated.

Keyword
Generation YGermanCoolnessConsumerConsumer type
Author
  • Ana Jakić(Ludwig-Maximilians-Universität of Munich)
  • Maximilian Wagner(Ludwig-Maximilians-Universität of Munich)
  • Anton Meyer(Ludwig-Maximilians-Universität of Munich)