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Gen Y Favors Loyalty When Shaping Brand Perception, Study Finds

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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. 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.