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Brand loyalty in the digital age: Does brand loyalty exist among generation Y females in Ireland

Warren, Seán (2017) Brand loyalty in the digital age: Does brand loyalty exist among generation Y females in Ireland. Masters thesis, Dublin, National College of Ireland.

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In the last few years the competition has intensified greatly with businesses all over the globe in which each business is looking for ways to competitive advantage. One particular way a business looks to try and gain this competitive advantage is by looking to create potential brand loyalty among customer. Unfortunately, an issue that businesses and their brands encounter is that within generation Y, they show less levels of brand loyalty than generation X and will switch brands more often than not. This issue is a problematic one for brands as generation Y are being less loyal. They are becoming an ever more important niche to try and capture and try make become loyal due to their sheer size and the levels of disposable income that they have but brands are finding it hard to try and maintain this level of loyalty for a period of time.

The overall purpose of this research is aimed to investigate generation Y females within Ireland with the aim to try and decipher why it is they show less levels of loyalty towards brands than previous generations in Ireland. The method that was used for this research is that of qualitative research. Interviews were conducted with generation Y females with the aim of trying to explore the individual’s thoughts and opinions in the research question at hand which will help get an idea of their mind-set with brand loyalty and areas. The interviews were structured to a certain extent with the questions created beforehand, each question that was created were all open-ended with some level of probing taking place to ensure the best possible data would be collected to enhance the research. When all the data was collected the style used as a thematic analysis approach to help and identify themes that arose from the findings. The main finding from this research is that generation Y females are a research generation which means that they look to conduct a high level of research before making a purchase. Another finding is that generation Y females a level of loyalty towards some brands such as technology but when it comes to food and clothe the level of loyalty drops. The implications for this research is to try and provide a guidance to businesses and help them understand how it is they could try to understand generation Y females including brand loyalty.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Marketing
Divisions: School of Business > Master of Science in Management
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 22 Nov 2017 10:26
Last Modified: 22 Nov 2017 10:26

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