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Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen Leslie, Petula Senior
Understanding Differences In The Dimensions Of Brand Loyalty Among Generational Cohorts In The Carbonated Beverage Category, Neleen Leslie, Petula Senior
Association of Marketing Theory and Practice Proceedings 2018
This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X.