The impact of Gen-X, Gen-Y and Gen-Z brand image/ perception (positioning and reputation) on the chocolate industry brands advocacy behavior

Abstract

This thesis examines the impact of brand positioning and reputation of cohorts X, Y, and Z, focussing on factors that promote their development of brand advocacy. The study focuses on the German chocolate market. For many, chocolate is a luxury food, a moment of pleasure, or an emotional balance in stressful times. These characteristics make chocolate products highly emotional, with factors such as brand trust, recommendation/promotion, and defense playing a significant role in product choice. The aim is to define the individual preferences of each generation and find out why they matter. To do this, this paper explores the generational personality traits and patterns each generation values. In order to achieve this goal, literature, and explorative research are carried out in this thesis. The explorative methodology consists of qualitative and quantitative methods. The qualitative method involves interviews and projective techniques. The quantitative method validates the variables obtained from the qualitative method with a survey. The results show that Generation-X, Y, and Z have different preferences, tendencies, and requirements, indicating that companies must target them differently.

Date of Award	31 Jan 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Tavares (Supervisor)