Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Brand awareness of 'generation y' customers towards doughnut retail outlets in India Subject The topic of the resource Customer Traffic; Generation Y; Recall; Social Media Description An account of the resource The Research is all about knowing the customers acquiring top of mind recall about doughnut retail outlets in Bangalore city, India through various methods. Once the brand is established in the minds of the consumers, it occupies a unique position and special meaning and value is generated. Brand awareness is the consumer's conscious or unconscious decision, expressed through intention or behavior, to repurchase a brand continually. In order to create brand loyalty, advertisers must break consumer habits, help them to acquire new habits and reinforce those habits by reminding consumers of their purchase and encourage them to continue purchasing those products in the future. 'Generation Y' refers to customers millennial, the generation of people born during the 1980s and early 2000s. 'Generation Y' consumer's access social media on daily basis but they often ignore advertisements that are targeted to them. The previous research works on' Generation Y' customers emphasize that marketers must focus on social media marketing to draw the attention of these customers. Determining the brand awareness of 'Generation Y' customers was considered, in order to know the present level of awareness about the doughnut brands, increase the customer traffic and sales as 'Generation Y' customers are the target customers for doughnut retail outlets. Creator An entity primarily responsible for making the resource Vasudevan M.; Senthilkumar V.M. Source A related resource from which the described resource is derived Journal of Business and Retail Management Research, Vol-11, No. 4, pp. 108-113. Publisher An entity responsible for making the resource available Academy of Business and Retail Management Research Date A point or period of time associated with an event in the lifecycle of the resource 2017-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.24052/jbrmr/v11is04/bafgctdroii" target="_blank" rel="noreferrer noopener">https://doi.org/10.24052/jbrmr/v11is04/bafgctdroii</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85025606920&amp;doi=10.24052%2Fjbrmr%2Fv11is04%2Fbafgctdroii&amp;partnerID=40&amp;md5=e20ec761af7e74244581f4c8c9cb5dc3" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85025606920&amp;doi=10.24052%2fjbrmr%2fv11is04%2fbafgctdroii&amp;partnerID=40&amp;md5=e20ec761af7e74244581f4c8c9cb5dc3</a> Rights Information about rights held in and over the resource All Open Access; Bronze Open Access Relation A related resource ISSN: 17518202 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Vasudevan M., Institute of Management Christ University, Bangalore, India, Research and Development Centre Bharathiar University, Coimbatore, India; Senthilkumar V.M., Department of Humanities Sri Shanmuga College of Engineering and Technology, Sankari, Tamil Nadu, India