Publicação
Are millennials a good target in the non traditional hair colour segment? Comparing gen X and Y
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Martinez, Luis Manuel da Silva Pereira Fructuoso | |
| dc.contributor.author | Casiraghi, Edoardo | |
| dc.date.accessioned | 2017-10-23T09:09:30Z | |
| dc.date.available | 2018-01-20T01:30:27Z | |
| dc.date.issued | 2017-01-20 | |
| dc.description.abstract | This research examines if there are significant differences on the motivation to interact with brands through social media between Generation X and Millennials (also called Generation Y). Furthermore, this study intends to examine if there is a relevant difference in their preference for non-traditional hair colour among these two generational cohorts. Results indicated that Generation Y members consider their relationship with brands as more equal than Generation X. They believe they have the capacity to help a brand succeed or fail especially with their engagement online. Moreover, they are more likely to be active on the Web, and they consider their offline and online worlds as intertwined. Finally, Gen Y is more motivated to consider using non-traditional hair colour than the older cohort. This study fills the gap in the literature by addressing how marketing professionals of the beauty market should market nontraditional hair colour, especially online, based on customers’ generational cohort. | pt_PT |
| dc.identifier.tid | 201714302 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/24436 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Non-traditional hair colour | pt_PT |
| dc.subject | Brand engagement | pt_PT |
| dc.subject | Generational cohort | pt_PT |
| dc.title | Are millennials a good target in the non traditional hair colour segment? Comparing gen X and Y | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics | pt_PT |
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