Thirty years and “I'm still Lovin’ it!”: brand perceptions of McDonald's among generation Y and generation Z consumers in China
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 23 August 2021
Issue publication date: 1 April 2022
Abstract
Purpose
Recognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.
Design/methodology/approach
Measures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.
Findings
The findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.
Originality/value
The most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.
Keywords
Acknowledgements
The first author Bowen Zhang want to thank Miss Dian Wang, and by the time this paper is published will be Dr Dian Wang, for listing the constant complaints from Bowen when he was writing this paper and providing patience and insightful advice. Using research paper acknowledgement to make a marriage proposal is rare action in the academic field (see the only existing example of Long et al., 2018) but academic requires innovation. Therefore, Dr Bowen Zhang and Miss Dian Wang want to make a declaration that if they are still single when they turn forty, they will marry each other. This declaration has no legal effect and either party has the freedom to repent to show respect for the friendship between the two for many years.
This research was supported by the Asia Media Research Center Foundation (AMRC2020-5) of Communication University of China
Citation
Zhang, B., Mulhern, F.J., Wu, Y., Xu, M., Wang, W. and Gao, L. (2022), "Thirty years and “I'm still Lovin’ it!”: brand perceptions of McDonald's among generation Y and generation Z consumers in China", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 5, pp. 906-921. https://doi.org/10.1108/APJML-02-2021-0132
Publisher
:Emerald Publishing Limited
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