We got a crush on you(th)!

Date of publication: November 13, 2011

Abstract:

Generation Y (aged 15-30) is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer's largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide? This paper highlights the key dimensions behind cool brands derived from a research community connecting urban youth in 15 different cities around the globe.

Simona Sbarbaro

Author

This is a long description of some author details.

Elias Veris

Author

This is a long description of some author details.

Tom De Ruyck

Author

This is a long description of some author details.

Joeri Van den Bergh

Author

This is a long description of some author details.

Research Papers

Research Papers

Research Papers

  • PDF
  • This could also be of interest