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Title: Online branding to generation Z
Authors: Wirokarto, Dewi Alismah
Orientador: Teixeira, Nuno Reis
Keywords: Online branding
Generation Z
Brand expectations
Traditional media
Modern media
Early adopter
Issue Date: 2013
Citation: WIROKARTO, Dewi Alismah - Online branding to generation Z [Em linha]. Lisboa: ISCTE, 2013. Dissertação de mestrado. [Consult. Dia Mês Ano] Disponível em www:<>.
Abstract: Generation Z is the first generation growing up in a digitalized world, where Internet has become a primary need. Growing up with touch screens, smartphones and tablets impacts the development of this generation. They are born between mid 1990s and 2010. This research will attempt to demonstrate and support the assumption that Generation Z exhibits more Early adopters than the other adopter levels. Analyses did confirm the assumption, which would supposedly lead to higher brand expectations of highly innovative, quality products for the best price. However more important for the respondents is customer service.
Description: JEL Classification System: M31, I21, D71
Thesis identifier: 201053454
Designation: Mestrado em Marketing
Appears in Collections:T&D-DM - Dissertações de mestrado

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