IDEAS home Printed from https://ideas.repec.org/p/cap/mpaper/022013.html
   My bibliography  Save this paper

The 3 C’S Model Of Millennials Brand Awareness

Author

Listed:
  • 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)

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.

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
    as

    Download full text from publisher

    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

    More about this item

    Keywords

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

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. 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). General contact details of provider: http://edirc.repec.org/data/feucppt.html .

    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.

    We have no references for this item. You can help adding them by using 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 RePEc Author Service 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.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.