DOAJ Open Access 2018

Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category

Neleen Leslie-Piper Petula Senior

Abstrak

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.

Topik & Kata Kunci

Marketing. Distribution of products Advertising

Penulis (2)

Neleen Leslie-Piper

Petula Senior

Format Sitasi

APA MLA BibTeX

Leslie-Piper, N., Senior, P. (2018). Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category. https://doi.org/10.20429/jamt.2018.080204

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Informasi Jurnal

Tahun Terbit: 2018
Sumber Database: DOAJ
DOI: 10.20429/jamt.2018.080204
Akses: Open Access ✓