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

Ana Jakić; Maximilian Wagner; Anton Meyer

논문 상세보기

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

Ana Jakić, Maximilian Wagner, Anton Meyer

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/271790

구독 기관 인증 시 무료 이용이 가능합니다. 4,000원

Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.1996-2001

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

키워드

Generation Y German Coolness Consumer Consumer type

저자

Ana Jakić(Ludwig-Maximilians-Universität of Munich)
Maximilian Wagner(Ludwig-Maximilians-Universität of Munich)
Anton Meyer(Ludwig-Maximilians-Universität of Munich)

같은 권호 다른 논문