Can the vital cycle explain the circular consumer journey? A historical analysis of the relationship of Spanish Generation X with emblematic brands
Ana Isabel Jiménez-Zarco,
M Dolores Mendez-Aparicio,
Alicia Izquierdo-Yusta
Abstract:Purpose
The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.
Design/methodology/approach
Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.
Findings
The results show that th… Show more
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