Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category

Abstract

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.