THE 3 C’S MODEL OF MILLENNIALS BRAND AWARENESS

Martim Coutinho dos Santos and Susana Silva ()
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Martim Coutinho dos Santos: Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto

No 2, Working Papers de Gestão (Management Working Papers) from Católica Porto Business School, Universidade Católica Portuguesa

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.

Keywords: millennials; generation Y; generational cohort; digital marketing; segmentation. (search for similar items in EconPapers)
Pages: 12 pages
Date: 2013-07
New Economics Papers: this item is included in nep-ipr, nep-pr~ and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:cap:mpaper:022013

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