CARACTERÍSTICAS Y CONCEPTUACIÓN DE LA LEALTAD EN LOS MILLENNIALES: UNA REVISIÓN DE LA LITERATURA

Abstract

This research is mainly based on the literature review on Millennials and loyalty. Indeed, is conceptualized both constructs and the characteristics of such generational group. Actually, the elements were identified, according to the context, that generate the loyalty in the Millennials, based on previous recent studies during the last 5 years using the Scopus database. It is important to indicate that to complement this research on Millennials and loyaly concepts, Redalyc and Google Academic databases were also used. Therefore, it is determined that Millennials are consumers loyal to the brand whose goods or services have added value that makes them feel identified with their personality, where the key construct is communication