Loyalty Transformation in a Modern Consumer Society: New Factors Important for the Consumer

Student: Kapustina Yuliya

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 9

Year of Graduation: 2020

In the framework of this study, it is planned to study and trace the transformation of loyalty to brands from generation X to generation Z. As well as identify the factors that determine loyalty. The following methods will be used for this: interviews with experts in the categories: beauty, clothing and footwear brands, as well as an online survey of respondents - representatives of generations. It is assumed that the factors that form loyalty differ among generations X and Z. And in turn, generation Z reacts more negatively than other generations to traditional attempts to gain their loyalty.

Full text (added May 21, 2020)

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