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

Miller, Karen (2007) Examining the role brand fit plays in generation Y's propensity to purchase. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Karen Miller
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 17 Jan 2008 00:39
Last Modified: 02 Jul 2013 22:56
Uncontrolled Keywords: branding; generation y; brand fit; purchase intention; Red Bull; brand aroused feelings
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
URI: http://eprints.usq.edu.au/id/eprint/3744

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