Gardiner, Sarah; Grace, Debra; King, Ceridwyn - In: Marketing Intelligence & Planning 31 (2013) 6, pp. 639-653
Purpose – The purpose of this paper is to explore congruency between the self-identity of Baby Boomer, Generation X and Generation Y consumers with the generational label and popularised identity of each generational cohort. Design/methodology/approach – Data were collected using a mixed...