Date of Award
5-2024
Degree Type
Thesis
Degree Name
Honors Thesis
Department
Finance
First Advisor
Robert Mackoy
Second Advisor
Bryan Foltice
Abstract
This research paper investigates the potential emergence and development of intergenerational brand loyalty within families and their banking partners, exploring a novel area where such loyalty is not yet established. The study aims to uncover the factors that could contribute to the formation of brand loyalty across generations within familial units and its relationship with the banking institutions with which they engage. This research paper concludes that intergenerational brand loyalty does exist in the banking industry for college students. However, the specific factors that explain intergenerational brand loyalty in bank partner selection remains unknown.
Recommended Citation
Monteith, Harrison James, "Intergenerational Brand Loyalty with Families and Their Banking Partners" (2024). Undergraduate Honors Thesis Collection. 750.
https://digitalcommons.butler.edu/ugtheses/750