Are we Baby Boomers, Gen X and Gen Y? A qualitative inquiry into generation cohorts in Malaysia
Notwithstanding the prevalent use of generation labels and descriptions from U.S. sources in the marketing literature and segmentation practices in Malaysia, there is an extreme lack of studies that justify such adoption with theoretical support and empirical evidence. The present study was performe...
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Main Authors: | Ting, Hiram, Tze Yin, Lim, De Run, Ernest Cyri, Koh, Hannah, Murni, Sahdan |
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Format: | Article |
Language: | English |
Published: |
Kasetsart University
2018
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Subjects: | |
Online Access: | http://ir.unimas.my/id/eprint/20296/1/Hiram.pdf http://ir.unimas.my/id/eprint/20296/ https://www.scopus.com/inward/record.uri?eid=2-s2.0-85044580301&doi=10.1016%2fj.kjss.2017.06.004&partnerID=40&md5=4a484967212ad00a74168b0465001375 |
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