IRIS PubliCatt
PubliCatt è il repository istituzionale ad accesso aperto dell'Università Cattolica del Sacro Cuore, dove gli utenti autorizzati afferenti all'Ateneo provvedono direttamente e autonomamente a depositare e a rendere visibili le proprie pubblicazioni, inserendo i dati descrittivi del documento stesso ("metadati", quali il titolo, autore, abstract, etc.) e, laddove possibile, il testo della pubblicazione stessa (full-text).
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EnglishDespite Consumer-brand relationships (CBR) currently represent a lively research field, little is known on how millennial consumers – the generational cohort born between approximately 1980 and 2000 – conceive and develop strong attachment to brands. This paper develops a narrative approach based on the collection and interpretation of consumers’ diaries to understand how Millennials enter and maintain close relationships with brands to expand their self and their capability to use brands as constructive resources to face the current climate of uncertainty, insecurity, and discontinuity. Preliminary findings underline that young consumers cherish a crepuscular and heroic connection with their branded objects, which represent material and concrete repositories of eudaimonia.
Biraghi, S., Millennials in (re)construction. How young consumers relate with their brands, Working paper, in SIM Doctoral & Research Colloquium, (Urbino, 08-09 June 2015), SIM, Urbino 2015: 1-14 [http://hdl.handle.net/10807/68833]
| Autori: | |
| Titolo: | Millennials in (re)construction. How young consumers relate with their brands |
| Data di pubblicazione: | 2015 |
| Abstract: | Despite Consumer-brand relationships (CBR) currently represent a lively research field, little is known on how millennial consumers – the generational cohort born between approximately 1980 and 2000 – conceive and develop strong attachment to brands. This paper develops a narrative approach based on the collection and interpretation of consumers’ diaries to understand how Millennials enter and maintain close relationships with brands to expand their self and their capability to use brands as constructive resources to face the current climate of uncertainty, insecurity, and discontinuity. Preliminary findings underline that young consumers cherish a crepuscular and heroic connection with their branded objects, which represent material and concrete repositories of eudaimonia. |
| Lingua: | Inglese |
| Titolo del libro: | SIM Doctoral & Research Colloquium |
| Editore: | SIM |
| Nome del convegno: | SIM Doctoral & Research Colloquium |
| Luogo del convegno: | Urbino |
| Data inizio evento: | 2015-06-08 |
| Data fine evento: | 2015-06-09 |
| Tipo di contributo: | Working paper |
| Citazione: | Biraghi, S., Millennials in (re)construction. How young consumers relate with their brands, Working paper, in SIM Doctoral & Research Colloquium, (Urbino, 08-09 June 2015), SIM, Urbino 2015: 1-14 [http://hdl.handle.net/10807/68833] |
| Appare nelle tipologie: | Paper, Selected paper, Contributed paper, Working paper, Poster, Poster paper, Comunicazione, Relazione (in volume) |
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