Examining the role brand fit plays in generation Y's propensity to purchase

Paper

Miller, Karen. 2007. "Examining the role brand fit plays in generation Y's propensity to purchase." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Paper/Presentation Title

Examining the role brand fit plays in generation Y's propensity to purchase

Presentation TypePaper
Authors
AuthorMiller, Karen
EditorsThyne, Maree, Deans, Kenneth R. and Gnoth, Juergen
Journal or Proceedings TitleProceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007)
Number of Pages10
Year2007
Place of PublicationDunedin, New Zealand
ISBN9781877156299
Web Address (URL) of Paperhttp://www.anzmac07.otago.ac.nz/
Conference/EventANZMAC 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.

Keywordsbranding; generation y; brand fit; purchase intention; Red Bull; brand aroused feelings
ANZSRC Field of Research 2020350602. 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 AffiliationsSchool of Management and Marketing
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