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Keywords: Market segments
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2013) 30 (7): 597–606.
Published: 28 October 2013
...Dawn B. Valentine; Thomas L. Powers Purpose – Although Generation Y has been extensively examined in the popular and academic literature, there have not been any studies to date that have identified the psychographic profile of this market segment using the VALS scale. The purpose of the research...
