Increasing brand loyalty of generation Y for future marketers

The paper extends the fields of generation Y and brand loyalty by examining the influencing loyalty in the generation Y segment. Generation Y, one of the most important cohorts in today's market, is difficult to market to because of its dislike of traditional marketing and disloyalty to brands. The current literature does not distinguish generation Y as an important cohort, nor does it address how its disloyal behavior could be changed. The proposed conceptual model points to the contextualization of brand loyalty drivers for the generation Y segment and investigation into how marketing tools can be used to influence loyalty.