Raising brand equity to generation Y Lazarevic, Violet Petrovic-Lazarevic, Sonja 10.4225/03/5938aa3cb7f1d https://bridges.monash.edu/articles/journal_contribution/Raising_brand_equity_to_generation_Y/5090194 The paper points to the relevance and possible ways of increasing perception of brand equity for generation Y consumers. Generation Y is a cohort in today's market who does not accept traditional marketing methods; it is disloyal to brands; and has been largely ignored in current academic literature. We propose a theoretical framework to raise brand equity of this young generation based on importance of building relationships with the individuals, using integrated marketing communications to connect with the generation Y consumers emotionally, and segmenting the market properly to ensure that the messages are targeted to the right consumers. 2017-06-08 01:36:59 monash:7312 1959.1/40341 2007