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This study analyzes the generational differences in responses to a cause-related marketing campaign by a food sector company in Ecuador, focusing on Generation Z and Millennials. Findings indicate that Millennials show greater engagement, perceived relevance, and willingness to support the campaign compared to Generation Z. The research highlights the need for tailored marketing strategies to effectively resonate with the distinct values and behaviors of these generational cohorts.

Author

piskpetra

Language

EN