Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry

In today's fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. For marketers, generation Y is one of the most appealing and attractive market, as they...

Full description

Saved in:
Bibliographic Details
Main Authors: Baharun, R., Nikbin, D., Hashim, N. H., Awang, Z.
Format: Article
Published: International Information Institute Ltd. 2016
Subjects:
Online Access:http://eprints.utm.my/id/eprint/72324/
https://www.scopus.com/inward/record.uri?eid=2-s2.0-84989892067&partnerID=40&md5=a52f38dde75e6423733e4253ccb0e974
Tags: Add Tag
No Tags, Be the first to tag this record!