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

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.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc1157519
Date05 1900
CreatorsOates, Blake A.
ContributorsSquires, Susan, Wasson, Christina, Denny, Rita
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatv, 114 pages, Text
CoverageUnited States - Ohio
RightsPublic, Oates, Blake A., Copyright, Copyright is held by the author, unless otherwise noted. All rights Reserved.

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