Exploring Perceptions of Brand Loyalty and Consumer Identity among Millennial Males Living in Central Ohio
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. Aft…
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Date:
May 2018
Creator:
Oates, Blake A.