Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2022-05-19 DOI:10.1177/09732586221092637
P. Rodrigues, Ana Sousa, Isabel Torres
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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.
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Y世代与品牌之爱:理解个人文化价值观与宗教信仰的影响
鉴于缺乏对宗教承诺(RC)和品牌爱(BL)介导的千禧一代个人文化价值观之间联系的研究,本研究旨在:(a)确定千禧一代的个人文化价值,(b)解释这些价值观在RC介导下如何影响BL。采用结构方程建模的定量方法。数据是通过调查问卷从葡萄牙千禧一代成员中收集的。数据分析的主要发现表明,独立、权力和传统是葡萄牙千禧一代的主要个人文化价值观。研究结果表明,独立个体文化价值观对个体内部和人际RC产生负面影响;权力和传统对个人和人际RC产生积极影响;只有人际关系RC对BL有积极影响。该研究得出了一些管理者可能用来解决消费者品牌沟通问题的见解。提出了进一步研究的指导方针。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
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.
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