Abstract
The purpose of this study is to better understand the consumer behaviour, analysing the impact of brand authenticity on two main behavioural outcomes. The research aims also at finding out the behavioural differences of each generational cohort and to understand the effects on consumers' willingness to pay a premium price and on brand loyalty in the case of technological brands. The study follows a quantitative research design and uses a survey as a tool to collect data. The present work may suggest firms to be more targeted in their approach to create competitive advantage and strong relationships with their audiences. In present times, academics and practitioners must therefore recognize and take into consideration the differences across generational cohorts when studying and developing new marketing strategies.
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