Advanced Search
MyIDEAS: Login to save this paper or follow this series

The 3 C’S Model Of Millennials Brand Awareness

Contents:

Author Info

  • Martim Coutinho dos Santos

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Susana Costa e Silva

    ()
    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

Registered author(s):

    Abstract

    With numbers estimated as high as 70 million, Generation Y (also known as the Millennials) is the fastest growing segment of today’s workforce. But they are also demanding consumers with characteristics firms ought to understand for better capture the value they may also be able to provide. This paper aims at understanding better what the millennials profile is in terms of buying behaviour and proposes a model for the development of millennial digital marketing strategies that can be useful both, to firms and academics, to anchor more efficient marketing strategies.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://www.feg.porto.ucp.pt/docentes/repec/WP/022013-Santos_Silva-The_3_Cs_Model_of_Millennials_Brand_Awareness.pdf
    File Function: First version
    Download Restriction: no

    Bibliographic Info

    Paper provided by Faculdade de Economia e Gestão, Universidade Católica Portuguesa (Porto) in its series Working Papers de Gestão (Management Working Papers) with number 02.

    as in new window
    Length: 12 pages
    Date of creation: Jul 2013
    Date of revision:
    Handle: RePEc:cap:mpaper:022013

    Contact details of provider:
    Postal: Rua Diogo Botelho, 1327; 4169 - 005 Porto
    Phone: +351 226 196 200
    Fax: +351 226 196 291
    Web page: http://www.feg.porto.ucp.pt/
    More information through EDIRC

    Related research

    Keywords: millennials; generation Y; generational cohort; digital marketing; segmentation.;

    This paper has been announced in the following NEP Reports:

    References

    No references listed on IDEAS
    You can help add them by filling out this form.

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:cap:mpaper:022013. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Ricardo Goncalves).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.