Generation Y females online: Insights from brand narratives

Qualitative Market Research

Volumn 16, Issue 3, 2013, Pages 315-335

  Ruane, Lorna ^a   Wallace, Elaine ^a  

^a NATIONAL UNIVERSITY OF IRELAND   (Ireland)

Author keywords

Brand relationships; Consumer behaviour; Fashion; Females; Generation Y; Influence; Internet; Narratives; Online shopping; Social media; Social networking sites; Women

Indexed keywords

EID: 84878239828     PISSN: 13522752     EISSN: None     Source Type: Journal    
DOI: 10.1108/13522751311326125     Document Type: Article

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