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 the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.

Research limitations/implications

Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.

Practical implications

As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.

Social implications

From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.

Originality/value

This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

中文翻译：

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生命周期可以解释循环消费旅程吗？西班牙 X 一代与标志性品牌关系的历史分析

目的

本文的目的是分析西班牙 X 一代过去 50 年的生活史。

设计/方法论/途径

考虑到代际群体概念可以从营销角度识别为一个细分市场，本文建议根据X一代不同生命阶段的社会经济和文化背景，以及他们与品牌的关系来分析他们的需求、愿望和愿望。

发现

结果表明，客户旅程可以被视为一个循环概念。顾客与品牌的关系可以从童年开始并持续到成年，因此儿童时期与品牌建立的情感关系会影响成年后的购买决策。

研究局限性/影响

尽管仅限于分析 X 一代及其与品牌的关系，但本文显示了了解一代人的社会经济、法律和文化背景的重要性。

实际影响

作为一种商业策略，再营销的重要性显而易见，它可以加强品牌与不同世代之间的情感联系。

社会影响

从社会的角度来看，本文表明品牌作为个人需求、品味或偏好的自我表达元素的力量是显而易见的。

原创性/价值

本文提供了一个不同的、创新的客户旅程愿景，考虑到个人的生命周期，以及在生命的每个阶段，他/她以不同的方式与品牌建立联系。