Title How cool brands stay hot : branding to Generation Y and Z / Joeri Van den Bergh and Mattias Behrer ; with a foreword by Patrick De Maeseneire.

Publication Info.

Online access
Online eBook via EBSCO. Access restricted to current Rider University students, faculty, and staff.
Instructions for reading/downloading the EBSCO version of this eBook

Item Status

Edition	3rd edition.
Description	1 online resource (xxii, 290 pages) : illustrations
	data file
Physical Medium	polychrome
Bibliography	Includes bibliographical references and index.
Contents	Introduction -- Defining generation Y -- Developing a brand model for the new consumer -- What cool means to brands -- The real thing: brand authority -- We all want unique brands -- Self-identification with the brand -- Happiness: Gen Y's adoration for branded emotions -- Generation Z -- Conclusion.
Local Note	eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America
Subject	Young consumers.
	Young consumers.
	Young adult consumers.
	Young adult consumers.
	Generation Y.
	Generation Y.
	Target marketing.
	Target marketing.
	Product management.
	Product management.
	Consumer behavior.
	Consumer behavior.
Genre/Form	Electronic books.
Added Author	Behrer, Mattias, author.
	Maeseneire, Patrick De.
Other Form:	Print version: Bergh, Joeri van den, 1971- How cool brands stay hot. 3rd edition. London ; Philadelphia : Kogan Page, 2016 (DLC) 2016935538
ISBN	9780749477219 (electronic book)
	0749477210 (electronic book)
	0749477172
	9780749477172
	9780749477172