Article2004

Dimensions of brand purchasing behaviour: consumers in the 18–24 age group

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114 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

Abstract This paper reports the results of a study of brand selection and loyalty within the 18–24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18–24‐year‐old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self‐image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection. Copyright © 2004 Henry Stewart Publications Ltd.

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References

1994Customer Loyalty: Toward an Integrated Conceptual Framework 1990Zero defections: quality comes to services.1993Questionnaire Design, Interviewing and Attitude Measurement 1991Managing Brand Equity 1978Brand Loyalty: Measurement and Management 1999Consumer perceived risk: conceptualisations and models 1971Consumer Rankings of Risk Reduction Methods 1989MANAGING BRAND EQUITY

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