Cazenovia College: Undergraduate Senior Research
Selling the Experience: Identifying Brand Loyalty Shifts in Millennials

As Generation Y, or Millennials, leave college and fully enter the consumer marketplace, the conventional wisdom is that this new demographic does not have the same loyalty as their Gen X counterpart. While some analytical data may support this theory, the reality is that millennials, although still interested in developing brand relationships like their predecessors, are redefining the brand-consumer relationship through experiential marketing.