Insight into the minds of tweens: unlocking the mystery of cool brands / Masdiana Sulaiman

• 第一著者: Sulaiman, Masdiana
• フォーマット: Book Section
• 言語: English
• 出版事項: Institute of Graduate Studies, UiTM 2016
• 主題: Branding (Marketing)
• オンライン･アクセス: http://ir.uitm.edu.my/id/eprint/19920/1/ABS_MASDIANA%20SULAIMAN%20TDRA%20VOL%2010%20IGS%2016.pdf; http://ir.uitm.edu.my/id/eprint/19920/

This study examines how tweens define cool and why cool brands are important to them. Tweens are essentially the segment between childhood and adolescence or the younger end of the teenagers’ age spectrum and this market is deemed important as their consumption power increases with the growing buyin...