Exploring Perceptions of Brand Loyalty and Consumer Identity among Millennial Males Living in Central Ohio

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Description

Brand loyalty is a common theme throughout consumer and market research, yet it has not been a major topic among anthropologists. The research presented here is an anthropological exploration of the social and cultural influences on how a unique demographic - millennial males - view their own loyalty to brands. Through the use of qualitative interviews and online surveys, participants provided insight in to how they viewed their favorite brands and how those brands fit in to their lives. After analysis was done on these interviews a number of themes and degrees of attachment were identified and discussed.

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v, 114 pages

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Oates, Blake A. May 2018.

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This thesis is part of the collection entitled: UNT Theses and Dissertations and was provided by the UNT Libraries to the UNT Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 459 times. More information about this thesis can be viewed below.

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  • Oates, Blake A.

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Description

Brand loyalty is a common theme throughout consumer and market research, yet it has not been a major topic among anthropologists. The research presented here is an anthropological exploration of the social and cultural influences on how a unique demographic - millennial males - view their own loyalty to brands. Through the use of qualitative interviews and online surveys, participants provided insight in to how they viewed their favorite brands and how those brands fit in to their lives. After analysis was done on these interviews a number of themes and degrees of attachment were identified and discussed.

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v, 114 pages

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  • May 2018

Added to The UNT Digital Library

  • June 6, 2018, 1:19 p.m.

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  • Aug. 17, 2021, 10:20 a.m.

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Oates, Blake A. Exploring Perceptions of Brand Loyalty and Consumer Identity among Millennial Males Living in Central Ohio, thesis, May 2018; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc1157519/: accessed May 18, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .

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