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Cited by 12Consumer Behavior in Brand Consumption and IdentificationMarketing and Advertising StrategiesCustomer Service Quality and Loyalty

The DOI matches its Crossref record; 28 of the 31 references it cites were found in a registry or an index, and 1 are not checked yet.

The Millennials: Insights to Brand Behavior for Brand Management Strategies

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Olga, Babijtchouk, David, Dames D., Dhameeth, Gehan S., Adam, Sleezer, Elliott, Smith·2018·Journal of Management and Strategy
DOI 10.5430/jms.v9n3p1
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Abstract

Millennial generation has surpassed generation X and Baby Boomers in terms of population (market) size and standout to be the largest market segment. This demographic change will undoubtedly be an opportunity for marketing and brand managers to reach, acquire, and retain Millennial market to achieve organizational profitability. Prior research has not been successful to provide a detailed understanding of Millennials and their degree of brand loyalty over prior generations. In this article, the authors used Kevin Lane Keller’s work (Brand Resonance Pyramid 2009) to test the degree of brand loyalty of Millennials over prior generations and the degree of brand resonance that predicts the brand loyalty while this relationship is moderated by the generation. In addition, they determined how the elements of the brand pyramid relate to each other. In this study, the authors administered an online survey using SurveyMonkey to reach local (US) and international college/university respondents (n=267) age 18 years and above. The survey was administered using a questionnaire (46 data points). Linear Regression and Partial Correlation were used for analysis. The authors find that Millennials and Generation X/Boomers are not significantly different in terms of brand loyalty, brand resonance is a strong positive predictor for brand loyalty, and finally, the relationship between brand resonance and brand loyalty is weaker for Millennials than for Generation X/Boomers.

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Research works printed but not linked: 4

  1. Balaji, K. V., V., & Indradevi, R. (2015). A Study of the Presence of Subclinical Narcissistic Tendencies Among Millennial Generation Adults in A Private University. Global Management Review, 10(1), 1-8
  2. Putre, L. (2013). The March of the Millennials. H&HN: Hospitals & Health Networks, 87(9), 38-42.
  3. Smilansky, O. (2016). GENERATION Y: In Control, Content, and Community-Minded. (Cover story). CRM Magazine, 20(2), 20-24.
  4. Von Freymann, J. W. (2006). Age and Generational Cohort Effects in Store Assessments and Choice: A Case Study. Marketing Management Journal, 16(2), 203-222.

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Metadata

Authors
Olga, B., David, D. D., Dhameeth, G. S., Adam, S., & Elliott, S.
Affiliations
Wells College (US)
Venue
Journal of Management and Strategy
Publisher
Sciedu Press
Published
2018-06-20
Volume
9
Issue
3
Pages
1
ISSN
  • 1923-3965 (ISSN-L)
  • 1923-3973
DOI
10.5430/jms.v9n3p1
OpenAlex
W2808743311
Cited by
11
References
31
Citations by year
2024: 1 · 2023: 2 · 2022: 2 · 2021: 3 · 2020: 3
FWCI
2.69
Type
journal article
Language
en
Open access
Locations
  • Journal of Management and Strategy (publishedVersion)
  • RePEc: Research Papers in Economics (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
Keywords
millennials, brand loyalty, brand resonance, brand management, generational differences, brand pyramid, consumer behavior, brand strategy, university students

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