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Gen Y Favors Loyalty When Shaping Brand Perception, Study Finds

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Millennials are practical and engaged when forming brand perception, contradicting the idea of their “brand agnostic” mindset, a Concentric Marketing study finds. Gen Y consumers value loyalty in branding, influenced by peer reviews and brands introduced to them as children, according to a new Concentric Marketing study, “ Everything You Thought You Knew About Millennials Might Not Be True.” 30 percent cite price as the primary motivator behind a purchase.