Wanrudee Tangsupwattana and Xiaobing Liu
The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in…
Abstract
Purpose
The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y consumers’ income sources.
Design/methodology/approach
A conceptual model was developed to represent the proposed relationships among the related variables. Data from a total of 328 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.
Findings
The study found that emotional experience has a significant and positive effect experience symbolic consumption, symbolic consumption provided a positive effect on brand loyalty.
Research limitations/implications
Time and resources limitation did not allow studying the larger sample. Future research should include more product categories. The sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors.
Practical implications
The findings suggest that symbolic consumption is a key motivation to increase brand loyalty when developing marketing strategies for the Generation Y consumers.
Originality/value
This study identifies the components of symbolic consumption in meaning for conspicuous products and provides empirical support for the effect of emotional experience and symbolic consumption on brand loyalty in coffee shop industry.
Details
Keywords
Wanrudee Tangsupwattana and Xiaobing Liu
The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.
Abstract
Purpose
The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands.
Design/methodology/approach
A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.
Findings
The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention.
Research limitations/implications
Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands.
Practical implications
The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer.
Originality/value
This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.