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Gen Y Favors Loyalty When Shaping Brand Perception, Study Finds

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30 percent cite price as the primary motivator behind a purchase. Gen Y consumers connect the most to apparel and technology brands, the study found, in addition to companies that predate them like Coke and Adidas. In one innovative advertising approach, the Minneapolis-based retail company launched Bullseye University, a four-day, live-streaming event featuring five YouTube personalities shacking in a Target-designed dorm room.