Do growing brands win younger consumers?

Katherine Anderson and Byron Sharp

Are young consumers easier to attract? We shed some light on the presumption that younger consumers are less loyal to brands and more willing than older consumers to try new brands.

Do growing brands win younger consumers?

Katherine Anderson and Byron Sharp

University of South Australia

Introduction and background

Are young consumers more willing to try different brands? Are they easier targets if you are trying to grow your brand? A colleague...

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