Brand referral behaviour among millenials' consumers: the case of cosmetic brands

• Main Authors: Shaari, Hasnizam, Mohd Rejab, Nur Hasaniyati
• Format: Article
• Language: English
• Published: 2019
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26816/1/IJMTBR%202%209%202019%201%2011.pdf; http://repo.uum.edu.my/26816/; http://www.ijmtbr.com/archived.asm
• Institution: Universiti Utara Malaysia

Millennials or Y generation are brand-conscious and recognised as an influential group in inducing others' purchase decision process. Millennials through their brand referral behaviour could be an effective mechanism for marketers in promoting their products and services in today’s digi...