The 3 C´s model of Millennials brand awareness

Detalhes bibliográficos
Autor(a) principal: Santos, Martim Coutinho dos
Data de Publicação: 2013
Outros Autores: Silva, Susana Costa e
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/25207
Resumo: 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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spelling The 3 C´s model of Millennials brand awarenessMillennialsGgeneration YGenerational cohortDigital marketingSegmentationWith 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.Veritati - Repositório Institucional da Universidade Católica PortuguesaSantos, Martim Coutinho dosSilva, Susana Costa e2018-07-17T08:31:03Z20132013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.14/25207engSantos, M. C., Silva, S. C. (2013). The 3 C´s model of Millennials brand awareness. Working Papers: Management. N.º 2, 13 p.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:30:35Zoai:repositorio.ucp.pt:10400.14/25207Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:20:06.092462Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv The 3 C´s model of Millennials brand awareness
title The 3 C´s model of Millennials brand awareness
spellingShingle The 3 C´s model of Millennials brand awareness
Santos, Martim Coutinho dos
Millennials
Ggeneration Y
Generational cohort
Digital marketing
Segmentation
title_short The 3 C´s model of Millennials brand awareness
title_full The 3 C´s model of Millennials brand awareness
title_fullStr The 3 C´s model of Millennials brand awareness
title_full_unstemmed The 3 C´s model of Millennials brand awareness
title_sort The 3 C´s model of Millennials brand awareness
author Santos, Martim Coutinho dos
author_facet Santos, Martim Coutinho dos
Silva, Susana Costa e
author_role author
author2 Silva, Susana Costa e
author2_role author
dc.contributor.none.fl_str_mv Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Santos, Martim Coutinho dos
Silva, Susana Costa e
dc.subject.por.fl_str_mv Millennials
Ggeneration Y
Generational cohort
Digital marketing
Segmentation
topic Millennials
Ggeneration Y
Generational cohort
Digital marketing
Segmentation
description 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.
publishDate 2013
dc.date.none.fl_str_mv 2013
2013-01-01T00:00:00Z
2018-07-17T08:31:03Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/25207
url http://hdl.handle.net/10400.14/25207
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Santos, M. C., Silva, S. C. (2013). The 3 C´s model of Millennials brand awareness. Working Papers: Management. N.º 2, 13 p.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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instacron:RCAAP
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repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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