Is it love or just like? Generation Z’s brand relationship with luxury
The Journal of Product and Brand Management
; 31(3):394-414, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1752302
ABSTRACT
Purpose>This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships.Design/methodology/approach>This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis.Findings>This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”;while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them.Originality/value>The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.
Business And Economics--Marketing And Purchasing; Luxury; Consumer-brand relationships; Generation Z; Generational cohort; Brand collage; Brand loyalty; Brand love; Generations; Brand identification; Millennials; Consumers; Collage; Baby boomers; Coronaviruses; Medical research; COVID-19; Consumption
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
The Journal of Product and Brand Management
Year:
2022
Document Type:
Article
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