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How are snack brands different? An intergenerational analysis of brand value

Abstract:

The generational differences can provide a different perception of brand value in little differentiated products such as snacks, so the present study aims to understand those characteristics of brands, in five generations. For this, through a survey based on 750 people from Guayaquil, it was determined that the differences between the brands are minimal; however, the results reveal that a second brand or complementary archetype can be the key to differentiate between each generation.