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.
| Author/creator | Bergh, Joeri van den, 1971- author. |
| Other author | Behrer, Mattias, author. |
| Other author | Maeseneire, Patrick De. |
| Format | Electronic |
| Edition | 3rd edition. |
| Publication | London ; Philadelphia : Kogan Page, 2016. |
| Description | 1 online resource (xxii, 290 pages) : illustrations |
| Supplemental Content | EBSCOhost |
| Subjects |
| 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. |
| Bibliography note | Includes bibliographical references and index. |
| Source of description | Description based on online resource; title from PDF title page (EBSCO, viewed March 31, 2016). |
| Genre/form | Electronic books. |
| Genre/form | Electronic books. |
| LCCN | 2016935538 |
| ISBN | 9780749477219 (electronic bk.) |
| ISBN | 0749477210 (electronic bk.) |
| ISBN | 0749477172 |
| ISBN | 9780749477172 |
| Stock number | CL0500000731 Safari Books Online |
| Stock number | ABFD79B8-531D-46AA-BFAE-185472F5949A OverDrive, Inc. http://www.overdrive.com |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |