How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

Phau, Ian; Cheong, Edith

doi:10.1080/08961530802153185

Cited by 56 publications

(43 citation statements)

References 101 publications

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“…The evaluation of brands as symbols of prestige and success did not confirm results of Phau andCheong (2009) andO'Cass andSiahtiri (2013). On the other hand, discounts and sales offers are positively perceived by Generation Y as well as Ballard et al, (2013) claims.…”

Section: Discussionmentioning

confidence: 66%

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Generation Y Attitudes towards Shopping: A Comparison of the Czech Republic and Slovakia

Krbová¹

2016

JOC

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This paper presents the results of a study focused on Generation Y (born between 1980 and 2000) behavior in two neighboring European countries, the Czech Republic and Slovakia. This article identifies and describes basic characteristics of this generation's general behavior as well as defines specifics of their shopping behavior by examining their attitudes towards retailers, brands, sales and discount offers. The sample consisted of 380 respondents: 162 from Slovakia and 218 from the Czech Republic. Results of the analysis indicate that shopping is perceived as an entertaining and pleasurable leisure activity. A particular product is chosen before the shopping place. Approximately two-thirds of the respondents search for information online, but quite a large percentage prefer both offline searching and purchasing. Brands are considered to be the symbols and guarantors of quality, but also uselessly expensive. Finally, a positive attitude towards sales and discount offers was observed.

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Section: Discussionmentioning

confidence: 66%

“…They use them not only because of their high quality, but also due to social standing (Phau & Cheong, 2009;O'Cass & Siahtiri, 2013). According to Eastman and Liu (2012) Generation Y has the highest level of motivation to consume for status compared to Generation X and Baby boomers.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Generation Y Attitudes towards Shopping: A Comparison of the Czech Republic and Slovakia

Krbová¹

2016

JOC

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“…The concept of status consumption can be beneficial in understanding consumer preferences and brand loyalty because status-seeking consumers show higher commitment than other consumers toward a brand with a unique image and values for demonstrating social status (Eastman & Eastman, 2011;O'Cass & Frost, 2002;Phau & Cheong, 2009). Recent empirical research has shown that travelers are interested in luxurious cruise travel experiences because luxury consumers believe that luxurious cruise brand reflects their social image (Hwang & Han, 2014).…”

Section: The Moderating Role Of Status Consumptionmentioning

confidence: 99%

Critical In-Flight and Ground-Service Factors Influencing Brand Prestige and Relationships Between Brand Prestige, Well-Being Perceptions, and Brand Loyalty: First-Class Passengers

Ahn

Kim

Hyun³

2015

Journal of Travel & Tourism Marketing

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This study (1) proposes optimal in-flight and ground services for maximizing the brand prestige of passengers taking first-class flights; (2) investigates the relationships between brand prestige, passengers' well-being perception, and brand loyalty; and (3) tests the moderating effect of status consumption. To empirically test the proposed conceptual model, a survey was conducted using a sample of passengers who experienced first-class flights with any airline by an online market research firm in the United States (US), and data collected from 205 passengers were analyzed through structural equation modeling. The results reveal that (1) all five in-flight service factors and three of four ground-service factors played crucial roles in the formation of passengers' brand prestige perceptions;, (2) brand prestige had a significant effect on well-being perceptions and brand loyalty; and (3) status consumption had a significant moderating effect on the relationship not only between brand prestige and well-being perceptions, but also on the relationship between brand prestige and brand loyalty. These results have important practical implications for first-class service managers as well as theoretical implications for luxury marketing in the context of brand prestige.

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“…They do this not only because of their high quality, but also because of their social status [44,45]. According to Eastman and Liu in [46].…”

Section: Generation Ymentioning

confidence: 99%

The Impact of Generation X, Y, Z and Lifestyle in Selecting Preference Retail Mediated by Brand Image Variable

Setiasih¹,

Soemartono²

2017

IJUNESST

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How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

Cited by 56 publications

References 101 publications

Generation Y Attitudes towards Shopping: A Comparison of the Czech Republic and Slovakia

Generation Y Attitudes towards Shopping: A Comparison of the Czech Republic and Slovakia

Critical In-Flight and Ground-Service Factors Influencing Brand Prestige and Relationships Between Brand Prestige, Well-Being Perceptions, and Brand Loyalty: First-Class Passengers

The Impact of Generation X, Y, Z and Lifestyle in Selecting Preference Retail Mediated by Brand Image Variable

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