How cool brands stay hot : branding to generation Y and Z /: branding to generation Y and Z. (2016)

• Record Type: Book
• Further Information: Note: Joeri van den Bergh, Mattias Behrer.
• Authors: Bergh, Joeri van den, 1971-; Behrer, Mattias
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>Chapter - 01: Defining Generation Y; Chapter - 02: Developing a brand model for the new consumer; Chapter - 03: What cool means to brands; Chapter - 04: The real thing: brand authenticity; Chapter - 05: We all want unique brands; Chapter - 06: Self-identification with the brand; Chapter - 07: Happiness: Gen Y’s adoration for branded emotions; Chapter - 08: Who’s Next? Generation Z
• Edition: Third edition
• Publisher Details: London : KoganPage
• Publication Date: 2016
• Extent: 1 online resource
• Subjects: 658.827; Young consumers; Generation Y; Target marketing; Product management; Consumer behavior
• Languages: English
• ISBNs: 9780749477219
• Related ISBNs: 9780749477172
• Notes: Note: Description based on CIP data; item not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.