Articlediamond2014

Brand Communication Challenges in Getting Young Customer Engagement

12 citations0/0 files storedProcedia Economics and Finance

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

It is important for the Brands of products and services that address young people to get to know very well this consumer segment, although they are extremely open minded, bold, friendly and great fans of brands. Nevertheless they are not so easy to deal with or to be convinced by one brand or another, but once they prove to be loyal they are highly valuable. In order to win their loyalty, companies must take into account a certain number of aspects.

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References

1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?1990Consumer Evaluations of Brand Extensions 2007Strategic Brand Management 2011The consumer psychology of brands 2011Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior 2021Designing Brand Identity

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