Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

Chang, Chun Tuan; Tung, Minh Hsuan

doi:10.1080/02650487.2015.1030282

Cited by 12 publications

(5 citation statements)

References 42 publications

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“…In addition to this, ‘Brand History’ conveys ‘brand tradition’. Studies (Aaker, 1996; Bogart & Lehman, 1973; Chang & Tung, 2016) have proved that brands with longer history communicates enhanced social power of a brand and consumers often find these brands to be more trustworthy. Since the present study deals in communicating the association of consumer with a brand, irrespective of the brand's tradition, therefore, length of Brand experience has been measured.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Role of brand experience in shaping brand love

Joshi

Garg

2020

Int J Consumer Studies

140

107

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Consumer–brand relationships are witnessing a tremendous upheaval from the past few years, with emotions becoming a predictor of a brand's fate. Brand love is a construct that reflects the passionate emotional attachment of a consumer with a brand, thus, it has captured the attention of practitioners around the globe. Moreover, Gen Z consumers of countries like India have also shown huge emotional sensitivity while purchasing fashion apparel brands since these brands intensify their social image. The marketers, therefore, are looking out for strategic alternatives to engage the consumer and stimulate their emotions. In view of this, the present study adds to the existing body of literature by introducing novel linkages in branding by examining the mediating role of brand engagement in shaping loyalty intentions. The study also recognizes the moderating role of experience with several proposed relationships concerning brand love. For this purpose, cross‐sectional research was carried out by collecting responses from Gen Z consumers. The results reveal the significant mediating role of brand engagement between brand love and loyalty intention and confirms the moderating role of brand experience in two relationships (i.e., brand trust and brand image) with brand love while insignificant with brand satisfaction. It has also observed direct and indirect effects of brand love, thus, extending existing models and proposed theories. Emerging markets like India have massive potential for marketers in almost all product categories. However, the fashion apparel category has come out as an attractive industry due to the emergence of fashion‐conscious generation, that is, gen Z. The marketers today focus on the loyalty of the customer therefore, a study articulating loyalty intention and its precursors would help in constituting several branding strategies.

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Section: Theoretical Frameworkmentioning

confidence: 99%

Role of brand experience in shaping brand love

Joshi

Garg

2020

Int J Consumer Studies

140

107

View full text Add to dashboard Cite

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“…A long history also shows the ability of a business to keep its promise that it will continue to deliver on its quality commitments (Wiedmann et al, 2011). Thus, a brand with a long history is associated with characteristics such as being credible, trustworthy, familiar, secure, and reliable (Chang and Tung, 2016). Furthermore, researchers have suggested that restaurants' history significantly affects customers' perceived restaurant authenticity (Sinha et al, 2018).…”

Section: Role Of the History Of A Restaurantmentioning

confidence: 99%

The influence of perceived credibility on purchase intention via competence and authenticity

Kim

Song

2020

International Journal of Hospitality Management

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“…Within the traditional marketing standpoint and regarding consumption specifically, parents are the main representation to follow by their children through their information offering (Scaglioni et al, 2018). Intergeneration influence has been known to be an important phenomenon to research due to the unexpected differences which may be uncovered (Chang and Tung, 2016). An overview of socialization theory might give a clearer understanding of the key aspects regarding the concept of IGI (Richter et al, 2015).…”

Section: An Intergenerational Perspective On Ramadanmentioning

confidence: 99%

Exploring the motives behind festive occasion consumption – An intergenerational perspective

Hafez

2023

JBRMR

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Purpose of the research: Exploring the motivations behind Egyptian’s consumption during the festive occasion (FO) of Ramadan, in addition to exploring and understanding the intergenerational influence and the intention-behavioral gap between an old and young generation. Such exploration provides an insightful distinction between each generation, including their personal motives for consumption, which shapes their intentions to behave and their actual consumption behavior during the festivity. Design/methodology: A multi-method qualitative study is chosen by carrying out focus groups and interviews. Most of the analysed date is generated based on interviews with the young (20-44 years old) and old generation (45-70 years old), pre and post Ramadan. Transcription and content analysis is employed using NVivo - a computer assisted program. Results/Findings: The main themes explored, such as extrinsic motivation, reflect the different influences on buying behavior, in addition to how they differ from one generation to the other. The main motivations of festive occasion consumption for both generations are also explored. Practical implications and Conclusions: The current study has a dual contribution with theoretical and practical implications. It contributes theoretically through identifying the personal motivations of both generations and developing an understanding of the intention-behavioral gaps in the young generation. In terms of its practical contribution, the study serves as a guide for businesses through typifying the specific consumer segments of the old and young generation through their personal motivation characteristics to be able to offer their segments more specific marketing strategies.

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Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

Cited by 12 publications

References 42 publications

Role of brand experience in shaping brand love

Role of brand experience in shaping brand love

The influence of perceived credibility on purchase intention via competence and authenticity

Exploring the motives behind festive occasion consumption – An intergenerational perspective

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