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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)


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.

Suggested Citation

  • Martim Coutinho dos Santos & Susana Costa e Silva, 2013. "The 3 C’S Model Of Millennials Brand Awareness," Working Papers de Gestão (Management Working Papers) 02, Católica Porto Business School, Universidade Católica Portuguesa.
  • Handle: RePEc:cap:mpaper:022013

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    References listed on IDEAS

    1. Kohli, Chiranjeev & Suri, Rajneesh, 2002. "Creating effective logos: Insights from theory and practice," Business Horizons, Elsevier, vol. 45(3), pages 58-64.
    2. Hoyer, Wayne D & Brown, Steven P, 1990. " Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Oxford University Press, vol. 17(2), pages 141-148, September.
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    millennials; generation Y; generational cohort; digital marketing; segmentation.;

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