Are the shoes appropriate to wear?: A study of cohort values

Arsenault, Paul M.; Patrick, Michelle L.

doi:10.1057/jt.2008.6

Cited by 9 publications

(6 citation statements)

References 11 publications

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“…Generation Y consumers tend to respond well to humorous messages, satire and honesty (Syrett and Lammiman, 2004). Generation Y consumers value fun, excitement and enjoyment both in advertising and consumption experiences more so than previous cohorts (Arsenault and Patrick, 2008). Moore and Carpenter (2008) found that they enjoy shopping and the whole purchase experience more so than previous generations.…”

Section: Integrated Marketing Communications (Imc)mentioning

confidence: 85%

Encouraging brand loyalty in fickle generation Y consumers

Lazarevic

2012

Young Consumers

139

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Purpose -The purpose of this paper is to argue that marketers need to create a relationship between their brand and generation Y consumers through various steps in order to increase brand loyalty of this notoriously disloyal segment.Design/methodology/approach -A cohesive review of generation Y consumer literature forms the basis of theoretical propositions and a conceptual model which suggests ways to increase generation Y brand loyalty.Findings -Findings suggest that existing marketing tools such as integrated marketing communications and branding can be used in new ways to increase the perceived congruence between the generation Y consumer and the brand. This is necessary for creating a relationship with the brand leading to increased brand loyalty.Practical implications -The paper is important for marketers by indicating key focus areas for influencing brand loyalty of generation Y consumers, and tailoring loyalty programs. In addition, this paper gives marketers insight into how congruency between their brand and generation Y consumers can be created to develop a relationship between the brand and the customer and positively influence brand loyalty.Originality/value -This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase the perceptions of congruence and build a relationship between the generation Y consumer and the brand, leading to increased brand loyalty.

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Section: Integrated Marketing Communications (Imc)mentioning

confidence: 85%

Encouraging brand loyalty in fickle generation Y consumers

Lazarevic

2012

Young Consumers

139

View full text Add to dashboard Cite

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“…The purchase behaviour of different generational cohorts is found to vary according to their product preferences (Dann, 2007) for beverages (Rentz et al, 1983), motion pictures (Holbrook and Schindler, 1989), automobiles (Braun-LaTour et al, 2007), formal and informal attire (Arsenault and Patrick, 2008) and travel (Lehto et al, 2008). Rodriguez (1993) found that the purchasing power of middle and lower socioeconomic cohorts of Peruvians was influenced by their degree of religiosity.…”

Section: Theory and Conceptual Developmentmentioning

confidence: 99%

Muslim religiosity, generational cohorts and buying behaviour of Islamic financial products

Sharma

Newaz

Fam

2016

Australian Journal of Management

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This study examines the effects of the interplay between various aspects of religiosity, generational cohorts, and buying attitude on Muslim Consumers' purchase intention of Islamic financial products. Based on data collected from 1263 Muslim consumers in Bangladesh, the findings broadly support the proposed conceptual model that buying attitude acts as a mechanism that transforms religiosity dimensions of Muslims into purchase intention, and that the Muslim religiositybuying attitudepurchase intention relationship is moderated by generational cohorts. The unbundling of the religiosity construct provides a deeper understanding of how the mediating (buying attitude) and moderating (generational cohorts) relationships vary across various religiosity dimensions.

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“…The Boomer I cohort still heavily values its individualism (remember, they were and are the ''Me'' generation). And, compared to the later cohorts, the Generations X and Y, Boomer Is have been found to be significantly different in terms of valuing self-respect and a sense of accomplishment (Arsenault & Patrick, 2008). These are important differences when medical staff relationships come into play within health care organizations.…”

Section: Boomers I Cohort: the Leading-edge Boomersmentioning

confidence: 96%

“…To date they have been hopeful of the future. Compared to other cohorts, they place more value on excitement, fun, and enjoyment (Arsenault & Patrick, 2008). Already health care incomes are not what they used to be, what with malpractice insurance and insurance claim payment ceilings.…”

Section: Boomers II Cohort: the Trailing-edge Boomersmentioning

confidence: 99%

Generational Cohorts Hold the Key to Understanding Patients and Health Care Providers: Coming-of-Age Experiences Influence Health Care Behaviors for a Lifetime

Berkowitz

Schewe

2011

Health Marketing Quarterly

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The health care landscape is ever changing. Medical groups are experiencing challenges in recruiting staff, dealing with managing effective clinical teams, and tempering the growing tensions among partnerships and medical groups. Additionally, all clinicians report many patients are now approaching them differently than in the past. They come armed with medical information from the Internet and a more questioning attitude toward the clinician's directive for care. What accounts for these behavioral changes and management challenges within health care organizations? These issues may be best understood and addressed through generational cohort analysis.

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Are the shoes appropriate to wear?: A study of cohort values

Cited by 9 publications

References 11 publications

Encouraging brand loyalty in fickle generation Y consumers

Encouraging brand loyalty in fickle generation Y consumers

Muslim religiosity, generational cohorts and buying behaviour of Islamic financial products

Generational Cohorts Hold the Key to Understanding Patients and Health Care Providers: Coming-of-Age Experiences Influence Health Care Behaviors for a Lifetime

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