Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix

Abstract This study aims to explore, in the case of Over-The-Top (OTT) sector, Millennials’ perceptions brand experience relation well-established Netflix. In particular, work addresses a clusterization Millennials on basis their with brand. The first explores theoretical background, highlighting current perspectives industry and as strategic process for creating holistic customer value, achieving differentiation sustainable competitive advantage. Second, it offers quantitative (using survey) highlights principal results related Moreover, this will attempt use cluster analysis methodology exploiting validated scale other behavioural constructs consumers. Both academics marketing managers should focus approaches able deliver strong memorable experiences. A positive durable is important consequences consumer action behaviour, such willingness place trust, loyalty towards brand, an enduring consumer-brand relationship, repurchase intentions, lastly, long-term life