Essays about: "China s Generation-Y"

Found 2 essays containing the words China s Generation-Y.

1. 1. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

   University essay from Jönköping University

   Author : Paul Van Caenegem; Yajun Liang; [2022]
   Keywords : Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

   Abstract : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. READ MORE

3. 2. How to Motivate Generation Y with Different CulturalBackgrounds - A Cross-Cultural Comparison between China and Sweden

   University essay from Institutionen för ekonomi

   Author : Aroonwan Kårefalk; Maria Pettersson; Yeqing Zhu; [2008]
   Keywords : ;

   Abstract : Generation Y have become the newest group of the global workforce in Multinational Business and are about to become the largest. They are often referred to as a global group with global characteristics which leads them to be recruited and retained in the same way. READ MORE