Research Catalog
How cool brands stay hot : branding to generation Y /
- Title
- How cool brands stay hot : branding to generation Y / Joeri Van den Bergh, Mattias Behrer.
- Author
- Bergh, Joeri van den, 1971-
- Publication
- London ; Philadelphia : Kogan Page, c2011.
Items in the Library & Off-site
Filter by
1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
Not available - Please for assistance. | Text | Use in library | HF5415.332.Y66 B47 2011 | Off-site |
Details
- Additional Authors
- Behrer, Mattias.
- Description
- xvii, 249 p. ; ill.; 25 cm.
- Summary
- Generation Y (13-29 year olds) are the most marketing savvy and advertising critical generation ever. Three times the size of the previous Generation X, they have a much bigger impact on society and business.
- Subjects
- Bibliography (note)
- Includes bibliographical references and index.
- Contents
- Defining Generation Y -- Developing a brand model for the new consumer -- What cool means to brands -- The real thing: brand authenticity -- We all want unique brands -- Self-identification with the brand -- Happiness: Gen Ys adoration for branded emotions.
- ISBN
- 9780749462505
- 0749462507
- 9780749462512
- 0749462515
- LCCN
- 2010036704
- Owning Institutions
- Princeton University Library