{"id":"https://openalex.org/W2038530902","doi":"https://doi.org/10.1016/s2212-5671(14)00833-8","title":"Brand Communication Challenges in Getting Young Customer Engagement","display_name":"Brand Communication Challenges in Getting Young Customer Engagement","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W2038530902","doi":"https://doi.org/10.1016/s2212-5671(14)00833-8","mag":"2038530902"},"language":"en","primary_location":{"id":"doi:10.1016/s2212-5671(14)00833-8","doi":"https://doi.org/10.1016/s2212-5671(14)00833-8","is_oa":true,"landing_page_url":"https://doi.org/10.1016/s2212-5671(14)00833-8","pdf_url":"https://www.sciencedirect.com/science/article/pii/S2212567114008338/pdf","source":{"id":"https://openalex.org/S2764481192","display_name":"Procedia Economics and Finance","issn_l":"2212-5671","issn":["2212-5671"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Procedia Economics and Finance","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://www.sciencedirect.com/science/article/pii/S2212567114008338/pdf","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5052296704","display_name":"Camelia Budac","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I124121301","display_name":"Lucian Blaga University of Sibiu","ror":"https://ror.org/026gdz537","country_code":"RO","type":"education","lineage":["https://openalex.org/I124121301"]}],"countries":["RO"],"is_corresponding":true,"raw_author_name":"Camelia Budac","raw_affiliation_strings":["Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbr\u0103vii Avenue, Sibiu 550324, Romania","Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbravii Avenue, Sibiu 550324, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbr\u0103vii Avenue, Sibiu 550324, Romania","institution_ids":["https://openalex.org/I124121301"]},{"raw_affiliation_string":"Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbravii Avenue, Sibiu 550324, Romania","institution_ids":["https://openalex.org/I124121301"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5021695941","display_name":"Lia Alexandra Baltador","orcid":"https://orcid.org/0000-0003-3693-4086","observed_orcids":["https://orcid.org/0000-0003-3693-4086"]},"institutions":[{"id":"https://openalex.org/I124121301","display_name":"Lucian Blaga University of Sibiu","ror":"https://ror.org/026gdz537","country_code":"RO","type":"education","lineage":["https://openalex.org/I124121301"]}],"countries":["RO"],"is_corresponding":false,"raw_author_name":"Lia Alexandra Baltador","raw_affiliation_strings":["Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbr\u0103vii Avenue, Sibiu 550324, Romania","Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbravii Avenue, Sibiu 550324, Romania"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbr\u0103vii Avenue, Sibiu 550324, Romania","institution_ids":["https://openalex.org/I124121301"]},{"raw_affiliation_string":"Lucian Blaga University of Sibiu, Faculty of Economic Sciences, 17 Dumbravii Avenue, Sibiu 550324, Romania","institution_ids":["https://openalex.org/I124121301"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5052296704"],"corresponding_institution_ids":["https://openalex.org/I124121301"],"apc_list":null,"apc_paid":null,"fwci":2.1326,"has_fulltext":true,"cited_by_count":12,"citation_normalized_percentile":{"value":0.91238523,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":98},"biblio":{"volume":"16","issue":null,"first_page":"521","last_page":"525"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8446999788284302,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.8446999788284302,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.0763000026345253,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.0706000030040741,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-communication","display_name":"brand communication","score":0.9819999933242798},{"id":"https://openalex.org/keywords/young-consumers","display_name":"young consumers","score":0.7870000004768372},{"id":"https://openalex.org/keywords/customer-engagement","display_name":"customer engagement","score":0.9319999814033508},{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":0.9179999828338623},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.6549999713897705}],"concepts":[{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.7251327037811279},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.6918089389801025},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.6591063141822815},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.6399168968200684},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.5919649004936218},{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.5909988880157471},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5580694675445557},{"id":"https://openalex.org/C57375061","wikidata":"https://www.wikidata.org/wiki/Q453181","display_name":"Brand management","level":2,"score":0.5365369915962219},{"id":"https://openalex.org/C146897074","wikidata":"https://www.wikidata.org/wiki/Q1932925","display_name":"Loyalty business model","level":4,"score":0.528242290019989},{"id":"https://openalex.org/C71508700","wikidata":"https://www.wikidata.org/wiki/Q866188","display_name":"Brand extension","level":3,"score":0.42387789487838745},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.22779732942581177},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.15573549270629883},{"id":"https://openalex.org/C140781008","wikidata":"https://www.wikidata.org/wiki/Q1221081","display_name":"Service quality","level":3,"score":0.08789992332458496},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.07169800996780396},{"id":"https://openalex.org/C518677369","wikidata":"https://www.wikidata.org/wiki/Q202833","display_name":"Social media","level":2,"score":0.06954357028007507},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1016/s2212-5671(14)00833-8","doi":"https://doi.org/10.1016/s2212-5671(14)00833-8","is_oa":true,"landing_page_url":"https://doi.org/10.1016/s2212-5671(14)00833-8","pdf_url":"https://www.sciencedirect.com/science/article/pii/S2212567114008338/pdf","source":{"id":"https://openalex.org/S2764481192","display_name":"Procedia Economics and Finance","issn_l":"2212-5671","issn":["2212-5671"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Procedia Economics and Finance","raw_type":"journal-article"}],"best_oa_location":{"id":"doi:10.1016/s2212-5671(14)00833-8","doi":"https://doi.org/10.1016/s2212-5671(14)00833-8","is_oa":true,"landing_page_url":"https://doi.org/10.1016/s2212-5671(14)00833-8","pdf_url":"https://www.sciencedirect.com/science/article/pii/S2212567114008338/pdf","source":{"id":"https://openalex.org/S2764481192","display_name":"Procedia Economics and Finance","issn_l":"2212-5671","issn":["2212-5671"],"is_oa":true,"is_in_doaj":false,"is_core":true,"listed_in":["anvur-scientific","cwts-core"],"host_organization":"https://openalex.org/P4310320990","host_organization_name":"Elsevier BV","host_organization_lineage":["https://openalex.org/P4310320990"],"host_organization_lineage_names":["Elsevier BV"],"type":"journal"},"license":"cc-by-nc-nd","license_id":"https://openalex.org/licenses/cc-by-nc-nd","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Procedia Economics and Finance","raw_type":"journal-article"},"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2038530902.pdf","grobid_xml":"https://content.openalex.org/works/W2038530902.grobid-xml"},"referenced_works_count":18,"referenced_works":["https://openalex.org/W1592080430","https://openalex.org/W1817691635","https://openalex.org/W1970336369","https://openalex.org/W1991218014","https://openalex.org/W2029066785","https://openalex.org/W2044441757","https://openalex.org/W2045907786","https://openalex.org/W2054864114","https://openalex.org/W2073999422","https://openalex.org/W2083828088","https://openalex.org/W2122755420","https://openalex.org/W2139261674","https://openalex.org/W2167266495","https://openalex.org/W2299958858","https://openalex.org/W2941535465","https://openalex.org/W2979999367","https://openalex.org/W3121590070","https://openalex.org/W3121958491"],"related_works":["https://openalex.org/W2324674024","https://openalex.org/W4408295107","https://openalex.org/W4245215355","https://openalex.org/W2129490302","https://openalex.org/W1968413946","https://openalex.org/W2194131861","https://openalex.org/W3107600956","https://openalex.org/W4284970197","https://openalex.org/W2123546710","https://openalex.org/W2190735256"],"abstract_inverted_index":{"It":[0],"is":[1],"important":[2],"for":[3],"the":[4],"Brands":[5],"of":[6,34,79],"products":[7],"and":[8,31],"services":[9],"that":[10],"address":[11],"young":[12],"people":[13],"to":[14,16,42,46,58,67],"get":[15],"know":[17],"very":[18],"well":[19],"this":[20],"consumer":[21],"segment,":[22],"although":[23],"they":[24,37,56,61],"are":[25,38,62],"extremely":[26],"open":[27],"minded,":[28],"bold,":[29],"friendly":[30],"great":[32],"fans":[33],"brands.":[35],"Nevertheless":[36],"not":[39],"so":[40],"easy":[41],"deal":[43],"with":[44],"or":[45,52],"be":[47,59],"convinced":[48],"by":[49],"one":[50],"brand":[51],"another,":[53],"but":[54],"once":[55],"prove":[57],"loyal":[60],"highly":[63],"valuable.":[64],"In":[65],"order":[66],"win":[68],"their":[69],"loyalty,":[70],"companies":[71],"must":[72],"take":[73],"into":[74],"account":[75],"a":[76],"certain":[77],"number":[78],"aspects.":[80]},"counts_by_year":[{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":2},{"year":2020,"cited_by_count":5},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":1},{"year":2015,"cited_by_count":2}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2016-06-24T00:00:00"}