Do the demographic variables of Generation Y and English language enculturation influence the perceptions of consumer-based brand equity?

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Mitsis, Ann and Foley, Patrick (2010) Do the demographic variables of Generation Y and English language enculturation influence the perceptions of consumer-based brand equity? In: Proceedings of the Academy of World Business, Marketing and Management Development Conference, Oulo, Finland, 12-15 July 2010. Academy of World Business, Marketing and Management Development, Oulo, Finland, pp. 259-270.

Item type Book Section
URI https://vuir.vu.edu.au/id/eprint/9923
ISBN 9780975227237
Subjects Historical > FOR Classification > 1505 Marketing
Historical > Faculty/School/Research Centre/Department > School of Management and Information Systems
Historical > SEO Classification > 9104 Management and Productivity
Keywords ResPubID21277, demographics, postgraduate business students, student perceptions, students, consumers, branding, consumer behaviour
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