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...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
International Information Institute Ltd.
2016
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| 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 |
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