A life‐stage analysis of consumer loyalty profile: comparing Generation X and Millennial consumers

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On the relationship between consumer-brand identification, brand community, and brand loyalty (2018, background): “Research about the Millennial generation has revealed that these consumers see brands as an extension of themselves, using them to support their self-image (Gurău, 2012).”
Exploring customers' responses to online service failure and recovery strategies during Covid‐19 pandemic: An actor–network theory perspective (2021, background): “Contradictions occur across the literature regarding what constitutes millennials' generational age range, leading to varying interpretations of this demographic cohort (Gurău, 2012; Luo et al., 2018).”
Transitioning loyalty programs: A commentary on “the relationship between customer loyalty and customer satisfaction” (2015, background): “They also purchase from the brands that are in line with their values and identity and that are congruent with their sense of self (Lazarevic, 2012; Gurau, 2012).”