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The 3 C’S Model Of Millennials Brand Awareness

  • 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)

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    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.

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    File URL: http://www.feg.porto.ucp.pt/docentes/repec/WP/022013-Santos_Silva-The_3_Cs_Model_of_Millennials_Brand_Awareness.pdf
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    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.

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    Length: 12 pages
    Date of creation: Jul 2013
    Date of revision:
    Handle: RePEc:cap:mpaper:022013
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