Are we Baby Boomers, Gen X and Gen Y? A qualitative inquiry into generation cohorts in Malaysia

Notwithstanding the prevalent use of generation labels and descriptions from U.S. sources in the marketing literature and segmentation practices in Malaysia, there is an extreme lack of studies that justify such adoption with theoretical support and empirical evidence. The present study was performe...

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Bibliographic details
Volume: 39
Main Author: Ting, Hiram
Lim, Tze-Yin
de Run, Ernest Cyril
Koh, Hannah
Sahdan, Murni
Format: Journal Article
Language: English
Place of publication: Elsevier B.V 01.01.2018
Elsevier
published in: Kasetsart journal of social sciences Vol. 39; no. 1; pp. 109 - 115
ORCID: 0000-0001-9278-3855
Data of publication: January-April 2018
ISSN: 2452-3151
Discipline: Social Sciences (General)
Subjects:
Online Access: Fulltext
Database: ScienceDirect Open Access Titles
Elsevier:ScienceDirect:Open Access
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DOAJ Directory of Open Access Journals
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