Exploring dimensions of brand personality for Generation Y in the apparel market: The case of Turkey

Eren-Erdoğmuş, İrem; Çobanoğlu, Emine; Büdeyri‐Turan, Işıl

doi:10.1080/20932685.2014.999010

Cited by 18 publications

(8 citation statements)

References 33 publications

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“…have a signifi cant relationship with online purchasing behaviour of Generation Y. Th eir decision to purchase a product is also infl uenced by socialization and feelings of accomplishment (Noble et al, 2009).Findings by Rajamma et al (2010) reveal that consumers' need for uniqueness infl uence Generation Y's retail patronage behaviours. Similarly, their fi ndings are supported by the study by Eren-Erdogmus et al (2015) where uniqueness was found to be a new apparel brand personality dimension for Generation Y.…”

Section: Introductionsupporting

confidence: 56%

Rethinking Impulse Buying Behaviour: Evidence From Generation Y Consumers

2018

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The continued and rapid advancement of information and communications technology has considerably shaped the overall behaviour of Generation Y consumers, also known as the Millennial Generation. In that context, the objective of this paper was to examinedifferences between different types of impulse buyingbehaviour and online environmental cues (website quality and website design).The paper also aimed to provide determinants of e-impulse buying behaviour of Generation Y consumers.The research was conducted using a questionnaire on a sample of 334Generation Y consumers in Croatia.Collected data was analysed using software package SPSS 20. Various statistical analyses were used such as factor analysis and analysis of variance. The findings indicate that online consumers are influenced by the two major factors, extreme and pure impulsiveness. The paper utilised website design and website quality in order to determine the relation between these variables and different types ofe-impulse buying behaviour of Generation Y in Croatia. Significant differences were found between extremely and purely impulsiveGeneration Y consumers and online environmental cues.

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Section: Introductionsupporting

confidence: 56%

Rethinking Impulse Buying Behaviour: Evidence From Generation Y Consumers

2018

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“…Personality of a brand such as sincerity, excitement, competence, sophistication, and ruggedness (Tran et al,2013), through a symbolic function (Bian and Moutinho, 2011), help a consumer to express his/her own self or specific dimensions of the self (Aaker,1997) and foster his/her identification (Stokburger-Sauer,2011). Eren-Erdogmus et al, (2015) added "uniqueness" as a brand personality dimension for Generation Y. Uniqueness refers to assert one's individual identity (Solomon et al,2006) and leads to acquisition, utilization, and disposition of consumer goods to show this differentiation (Eren-Erdogmus et al,2015). Self-concept motives of self-esteem and self-consistency motivate the congruence (Biel, 1997;Malhotra, 1988).…”

Section: Personality Congruencementioning

confidence: 99%

“…Definitions of Generation Y boundaries are different in disparate records. For example, Generation Ys were considered as those born between 1978 and 2002 by Campton andHodge, 1978 and1995 by The National Oceanographic and Atmospheric Association Office of Diversity, 1980by Kersten (Lee et al,2012), 1977 according to the classification into generational cohorts of Lancaster and Stillman (Marinelli et al,2014) or 1977and 1994by Eren-Erdogmus and Budeyri-Turan(2012 and Eren-Erdogmus et al (2015). Generation Y's tens of millions members worldwide represents a high value for global youth market because of its size and considerable buying power (Belleau et al,2007).…”

Section: Introductionmentioning

confidence: 99%

“…Generation Y's tens of millions members worldwide represents a high value for global youth market because of its size and considerable buying power (Belleau et al,2007). During last two decades, numerous researches have been done on consumption behavior of Generation Y (Noble et al,2009) and some claimed they are love to shop (Eren-Erdogmus and Budeyri-Turan,2012) and group belonging (Eren-Erdogmus et al,2015). Generation Y accesses to varied media tools and this is caused more brand conscious in this generation compared to previous generations (Eren-Erdogmus and Budeyri-Turan,2012).…”

Section: Introductionmentioning

confidence: 99%

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The role of functional and symbolic brand associations on brand loyalty

Esmaeilpour

2015

Journal of Fashion Marketing and Management

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The role of functional and symbolic brand associations on brand loyalty: a study on luxury brands fariba esmaeilpour Article information:To cite this document: fariba esmaeilpour , (2015),"The role of functional and symbolic brand associations on brand loyalty: a study on luxury brands", Access to this document was granted through an Emerald subscription provided by emerald-srm:463575 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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“…According to the Selfcongruence theory it was noted that the brand's ability to express one's self-image. Further consumers like to compare themselves with a brand to see whether the brand matches their concept of themselves [20]. This comparison leads to the concept of actual congruence and ideal congruence [19].…”

Section: Self-concept Theorymentioning

confidence: 99%

Theoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity

Perera¹,

Samarakoon²,

Wanninayake³

2021

AJARR

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Aim: This paper proposed a theoretical framework to fulfill the theoretical gap which will lead to an extended theory for conspicuous consumption. Methodology: The main theory considered for this study is social comparison theory which is the grounded theory of the concept of conspicuous consumption. Further, theoretical framework is entailed of 3 supporting theories. As explained below brand association variable is emerged from brand congruency theory. while Self-concept variable is emerged from self-concept theory. Whereas personal cultural orientation is based on the social identity theory. Conclusion: The researcher strongly argues that in order to do a thorough comparison and purchase, the consumer would look at overall spectrum i.e., brand image, self-image and social image where it will give him an overall evaluation for him to make a consumption behavior which may lead to conspicuous consumption.

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Exploring dimensions of brand personality for Generation Y in the apparel market: The case of Turkey

Cited by 18 publications

References 33 publications

Rethinking Impulse Buying Behaviour: Evidence From Generation Y Consumers

Rethinking Impulse Buying Behaviour: Evidence From Generation Y Consumers

The role of functional and symbolic brand associations on brand loyalty

Theoretical Linkage between Theories of Social Comparison, Brand Congruence, Self Concept and Social Indentity

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