Understanding Differences in the Dimensions of Brand Loyalty among Generational Cohorts in the Carbonated Beverage Category

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X

Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category

This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X

Confronting New Realities: Factors Impacting Adoption and Success of Online Marketing Education in the Caribbean

ABSTRACT COVID-19 was a watershed event in higher education as institutions at all levels were affected. Schools, colleges, and universities were forced to transition to remote or online instruction with varying levels of preparation. While most colleges and universities in the developed world were taken by surprise, they were not completely unprepared, as most institutions already had the infrastructure to facilitate online learning. In fact, some institutions were already offering online or hybrid courses of study. The developing world, and the Caribbean in particular, faced a different challenge. While institutions utilized learning management systems to deliver face-to-face classes, the facilitation of online courses was uncommon. Learning management systems were not equipped to manage facilitation of all courses offered, remote access to lab software had never been done, students did not have the requisite hardware, software or network access to fully participate in online classes. The learning curve was steep and both students and faculty had to adapt to the new realities fairly quickly. Fast forward to the present, three years into the global pandemic and the post-pandemic future is upon us. As more universities transition back to in-person learning, there are new challenges to navigate