Examining the role brand fit plays in generation Y's propensity to purchase
Paper
Paper/Presentation Title | Examining the role brand fit plays in generation Y's propensity to purchase |
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Presentation Type | Paper |
Authors | |
Author | Miller, Karen |
Editors | Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen |
Journal or Proceedings Title | Proceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007) |
Number of Pages | 10 |
Year | 2007 |
Place of Publication | Dunedin, New Zealand |
ISBN | 9781877156299 |
Web Address (URL) of Paper | http://www.anzmac07.otago.ac.nz/ |
Conference/Event | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop |
Event Details | ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop Event Date 30 Nov 2007 to end of 02 Dec 2007 Event Location Dunedin, New Zealand |
Abstract | [Abstract]: Many branding consumer-based models focus on analysing the influencing effects of the brand; however, not in relation to Generation Y. Given the size and influence of Generation Y, and that a number of brands (i.e. Red Bull) focus specifically on capturing Generation Y, increasingly their relevance to branding practitioners and branding academics is being realised. This study examines the relevance of Red Bull to Generation Y by examining the role brand fit plays in Generation Y’s propensity to purchase Red Bull. Extending the branding literature in relation to Generation Y, brand fit and brand-aroused feelings, the results provide new insights as brand fit more strongly influences purchase intentions indirectly through brand significance, than directly or indirectly through brand-aroused feelings. |
Keywords | branding; generation y; brand fit; purchase intention; Red Bull; brand aroused feelings |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350699. Marketing not elsewhere classified | |
350608. Marketing theory | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9y8xw/examining-the-role-brand-fit-plays-in-generation-y-s-propensity-to-purchase
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