{"title":"Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment","authors":"P. Rodrigues, Ana Sousa, Isabel Torres","doi":"10.1177/09732586221092637","DOIUrl":null,"url":null,"abstract":"Given the lack of research into the link between the individual cultural values of the millennial generation mediated by religious commitment (RC) and brand love (BL), this research intends to the following: (a) identify the individual cultural values of the millennial generation and (b) explain how these values influence BL when mediated by RC. A quantitative methodology with structural equation modelling is used. Data were collected from members of the millennial generation in Portugal by survey questionnaire. The main findings of the data analysis showed that independence, power and tradition are the predominant individual cultural values of Portuguese millennials. The results showed that the independence individual cultural value negatively influences intrapersonal and interpersonal RC; power and tradition positively influence intrapersonal and interpersonal RC; only interpersonal RC positively influences BL. The study concludes with some insights that managers might use to address consumer-brand communications. Guidelines for further research are presented.","PeriodicalId":43888,"journal":{"name":"Journal of Creative Communications","volume":null,"pages":null},"PeriodicalIF":1.5000,"publicationDate":"2022-05-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Creative Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09732586221092637","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 2
Abstract
Given the lack of research into the link between the individual cultural values of the millennial generation mediated by religious commitment (RC) and brand love (BL), this research intends to the following: (a) identify the individual cultural values of the millennial generation and (b) explain how these values influence BL when mediated by RC. A quantitative methodology with structural equation modelling is used. Data were collected from members of the millennial generation in Portugal by survey questionnaire. The main findings of the data analysis showed that independence, power and tradition are the predominant individual cultural values of Portuguese millennials. The results showed that the independence individual cultural value negatively influences intrapersonal and interpersonal RC; power and tradition positively influence intrapersonal and interpersonal RC; only interpersonal RC positively influences BL. The study concludes with some insights that managers might use to address consumer-brand communications. Guidelines for further research are presented.
期刊介绍:
The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.