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

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.