TY  - JOUR
AB  - Purpose– The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.Design/methodology/approach– A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.Findings– Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.Practical implications– The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created to develop a relationship between the brand and the customer and positively influence brand loyalty.Originality/value– This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.
VL  - 13
IS  - 1
SN  - 1747-3616
DO  - 10.1108/17473611211203939
UR  - https://doi.org/10.1108/17473611211203939
AU  - Lazarevic Violet
PY  - 2012
Y1  - 2012/01/01
TI  - Encouraging brand loyalty in fickle generation Y consumers
T2  - Young Consumers
PB  - Emerald Group Publishing Limited
SP  - 45
EP  - 61
Y2  - 2024/04/24
ER  -