NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS
Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about thingsbut without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The youngare also the most desirable audience for brands, in te...
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| Format: | Article |
| Language: | deu |
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Taras Shevchenko National University of Kyiv
2015-06-01
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| Series: | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
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| Online Access: | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1240 |
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| _version_ | 1850230918035275776 |
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| author | A. Budac |
| author_facet | A. Budac |
| author_sort | A. Budac |
| collection | DOAJ |
| description | Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about thingsbut without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The youngare also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to beconvinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid-1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands mightmake themselves useful for this audience. |
| format | Article |
| id | doaj-art-db8c5f8c06ad4820981f20fd8c8c0a4b |
| institution | OA Journals |
| issn | 1728-2667 2079-908X |
| language | deu |
| publishDate | 2015-06-01 |
| publisher | Taras Shevchenko National University of Kyiv |
| record_format | Article |
| series | Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка |
| spelling | doaj-art-db8c5f8c06ad4820981f20fd8c8c0a4b2025-08-20T02:03:42ZdeuTaras Shevchenko National University of KyivВісник Київського національного університету імені Тараса Шевченка. Серія Економіка1728-26672079-908X2015-06-01617161010.17721/1728-2667.2015/171-6/1NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDSA. Budac0 Lucian Blaga University of Sibiu, Sibiu, Romania Young people are a heterogeneous public, characterized by a lack of patience and attention, eager to learn more about thingsbut without reaching a level of depth, always connected and always running, hungry for goods, but lacking money. The youngare also the most desirable audience for brands, in terms of long-term loyalty but also the most difficult to deal with and to beconvinced. Thus, the present study aims to define the characteristics of the generation Z that includes people born between the mid-1990s and 2010, in comparison with its previous generations: Baby Boomers, X, Y and some proposals on how brands mightmake themselves useful for this audience.http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1240generation Zdigitalaudiencebrandsloyalty |
| spellingShingle | A. Budac NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS Вісник Київського національного університету імені Тараса Шевченка. Серія Економіка generation Z digital audience brands loyalty |
| title | NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS |
| title_full | NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS |
| title_fullStr | NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS |
| title_full_unstemmed | NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS |
| title_short | NEXT GENERATIONS OF CONSUMERS – CHALLENGES AND OPPORTUNITIES FOR BRANDS |
| title_sort | next generations of consumers challenges and opportunities for brands |
| topic | generation Z digital audience brands loyalty |
| url | http://bulletin-econom.univ.kiev.ua/wp-content/plugins/download-attachments/includes/download.php?id=1240 |
| work_keys_str_mv | AT abudac nextgenerationsofconsumerschallengesandopportunitiesforbrands |