Millennial Chinese consumers' perceived destination brand value

Luo, Jun; Dey, Bidit Lal; Yalkın, Çağrı; Sivarajah, Uthayasankar; Punjaisri, Khanyapuss; Huang, Yu‐An; Yen, Dorothy A.

doi:10.1016/j.jbusres.2018.06.015

Cited by 49 publications

(40 citation statements)

References 82 publications

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“…Although they do not appear to be emotionally attached to the brand, their mental process is shaped by past direct purchasing commitment. Most millennials' decision‐making is perceived as being more aligned with emotional values; however, the functional values of a brand are equally important to millennials (Kim et al, 2019; Luo et al, 2018), which are often developed from experience. According to Dick and Basu (1994), direct experiences increase information acceptance leading to firmer beliefs in the benefits of continuing a committed relationship with a selected provider (Berger & Mitchell, 1989).…”

Section: Discussionmentioning

confidence: 99%

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

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Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood differently by people who participate in online brand communities, this study is based on a constructivist perspective combined with hermeneutic methodology and embedded case study research strategy to examine how online brand communities activate multidimensional customer loyalty intentions. Empirical data were generated through 45 in‐depth interviews of millennials. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public‐voting loyalists, loveless loyalists, and mercenary loyalists. Each stream contains one additional subcategory mediated by consumer levels of participation in online brand communities. This study contributes to existing literature. Unlike extant studies, it specifically argues that customers' loyalty intentions in online brand communities depend on the individuals and context, and it categorizes loyalty into different levels. Practical steps by which companies may utilize these categories and theoretical implications for wider consideration are proposed.

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Section: Discussionmentioning

confidence: 99%

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

View full text Add to dashboard Cite

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“…This study focuses on the millennial age group. A growing body of multidisciplinary research has provided differing views on millennials (de Kerviler & Rodriguez, 2019; J. Luo et al, 2018; Ng et al, 2010). Not only is there much information, but there is also a lack of consistency among scholars and practitioners in the way they define and characterise millennials.…”

Section: Methodology and Data Collectionmentioning

confidence: 99%

“…Not only is there much information, but there is also a lack of consistency among scholars and practitioners in the way they define and characterise millennials. J. Luo et al (2018) regarded millennials as individuals born between 1979 and 2002, with increased motivation to use social media as a medium for social interaction. Azemi et al (2020) suggested that millennials are dominant users of online platforms and they have an elevated inclination to participate and engage in social interaction.…”

Section: Methodology and Data Collectionmentioning

confidence: 99%

Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective

Ozuem

Willis

Howell

et al. 2021

Psychology and Marketing

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Online communities have evolved to allow larger numbers of individuals to interact with other users to form a collective virtual environment influenced by members within the community. Existing studies on online brand communities (OBCs) tied millennials’ participation and interactions to a unidimensional view. Specifically, OBCs scholars generally aggregate individual millennials’ participation and commitment, ignoring the variance among the demographic cohort. Our exploration challenges not only the existing ensemble interpretation within studies of OBC but also the characterisation of millennials’ burgeoning participation in OBCs. Unlike other competing epistemologies, the authors developed a conceptual framework that links a holistic set of OBCs’ characteristics (brand sentiment, identification with source, affirmative experience, conspicuous effect) to consumers’ perceptions in the fashion sector. Drawing on social influence theory along with a constructivist perspective, we conducted fine‐grained in‐depth interviews to explore millennials’ participation in online communities and brand perceptions in the fashion industry. The main findings reveal four categories of customer engagement in OBCs (bias situators, sugar‐coaters, rationalisers, judgmentalists). These key categories are explored to create a framework for future research in this area, and further contribute to the field of online brand engagement, particularly in the fashion industry.

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“…Previous research conducted by (Sethio & Siagian, 2018) shows that good perceived value will make customers satisfied, which can ultimately make customers loyal to Tokopedia. Another study by (Luo et al, 2020) stated that perceived value has a positive and significant effect on tourist destination loyalty to Chinese millennial tourists.…”

Section: H5: Perceived Value Has a Positive And Significant Effect On Customer Satisfactionmentioning

confidence: 99%

Analysis of Effects of Product Quality, Promotion and Received Value Towards Customer Loyalty through Customer Satisfaction Grab Food

Erdiansyah

Imaningsih

2021

JBMS

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The purpose of this study was to determine the effect of product quality, promotion, and perceived value on customer loyalty with customer satisfaction as an intervening variable. The population of this research is Grab Food customers. The population in this study were Grab Food customers. The sample was taken by purposive sampling method with the criteria being Grab Food customers or had used it 3 times, and the samples analyzed were 125 respondents. The research method used is causal research to prove the theory with quantitative analysis approach with data analysis method using Structural Equation Model - Partial Least Square. The model test results show that the effect on customer satisfaction is strong and on customer loyalty is moderate, the predictive capability of the theory is large, and the relationship between the structural model and the measurement model is fit. The results of hypothesis testing conclude that product quality, promotion and perceived value variables affect customer satisfaction. The product quality and promotions do not affect customer loyalty either directly or through customer satisfaction. Perceived value directly affects customer loyalty but does not affect customer loyalty through customer satisfaction. And customer satisfaction does not directly affect customer loyalty.

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Millennial Chinese consumers' perceived destination brand value

Cited by 49 publications

References 82 publications

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Effects of online brand communities on millennials' brand loyalty in the fashion industry

Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective

Analysis of Effects of Product Quality, Promotion and Received Value Towards Customer Loyalty through Customer Satisfaction Grab Food

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