In an industry where big brands used to be better, small companies have contributed two-thirds
of food industry growth in 2014. Consumer preferences have shifted, especially among
millennials, and trending health-related buzzwords such as gluten free, ancient grains, and 100%
natural have contributed to this change. However, among large packaged goods companies the
alignment of these labels with the brand’s purpose differs from that of small, niche companies.
Through an experimental design and ANOVA analyses, this study aims to determine the
difference between millennial and non-millennial consumers in regards to their perceptions of
brand authenticity and how it is affected by the presence of buzzword labels and brand type (with
either a large multi-national or niche brand story). In addition, this thesis aims to connect
consumers’ perceptions of these brand and label conditions to their knowledge of buzzwords and
their lifestyle habits.
The buzz or the brand? How consumer perceptions of brand authenticity is influenced by buzzword labels.
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