Country or Brand: What Matters to Younger Millennials?
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Data de Publicação: | 2020 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | BBR. Brazilian Business Review (English edition. Online) |
Texto Completo: | http://www.bbronline.com.br/index.php/bbr/article/view/578 |
Resumo: | Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they are iconic brands both in the US and globally. We tested constructs related to the country of origin and brand and then conducted a survey with 367 YM (17-23 years old) as potential brand consumers. We applied a structural equation model to analyze the impacts of these constructs on their willingness to buy. Results indicate that the way YM connect themselves to the brand is more important than the way they perceive or feel about the brand’s country of origin. We studied real brands within their target market and, in a current context, translated constructs for application in day-to-day consumer situations, while seeking discoveries that can be widely applied in the field of international marketing. |
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Country or Brand: What Matters to Younger Millennials?Pai?s ou Marca: O que Importa para os Millennials mais Jovens?Country of originGlobal brands;GenerationPaís de OrigemMarcas GlobaisGeração Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they are iconic brands both in the US and globally. We tested constructs related to the country of origin and brand and then conducted a survey with 367 YM (17-23 years old) as potential brand consumers. We applied a structural equation model to analyze the impacts of these constructs on their willingness to buy. Results indicate that the way YM connect themselves to the brand is more important than the way they perceive or feel about the brand’s country of origin. We studied real brands within their target market and, in a current context, translated constructs for application in day-to-day consumer situations, while seeking discoveries that can be widely applied in the field of international marketing. Nosso objetivo e? comparar os efeitos do pai?s de origem e da marca na intenc?a?o da gerac?a?o Millennial mais jovem (Younger Millennials – YM) de comprar marcas globais. Escolhemos os Estados Unidos porque e? o pai?s de origem das marcas globais mais valiosas. Abordamos a Apple, a Levi’s e o McDonald’s porque sa?o marcas ico?nicas nos EUA e no mundo. Testamos constructos relacionados ao pai?s de origem e marca, e realizamos uma pesquisa com 367 potenciais consumidores dessas marcas (YM – 17 a 23 anos). Aplicamos um Modelo de Equac?o?es Estruturais para analisar os impactos desses constructos na intenc?a?o de compra. Os resultados indicam que a maneira como o YM se conecta a? marca e? mais importante do que a maneira como eles percebem ou sentem o pai?s de origem da marca. Estudamos marcas reais em seu mercado-alvo, e em um contexto real, traduzindo constructos para aplicac?a?o em situac?o?es cotidianas dos consumidores e buscando descobertas que podem ser amplamente aplicadas no campo do marketing internacional. FUCAPE Business Shool2020-05-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleArtigo revisado pelos paresapplication/pdfapplication/pdfhttp://www.bbronline.com.br/index.php/bbr/article/view/57810.15728/bbr.2020.17.3.2Brazilian Business Review; Vol. 17 No. 3 (2020): May to June 2020; 275-292Brazilian Business Review; v. 17 n. 3 (2020): Maio a junho de 2020; 275-2921808-23861807-734Xreponame:BBR. Brazilian Business Review (English edition. Online)instname:Fucape Business School (FBS)instacron:FBSengporhttp://www.bbronline.com.br/index.php/bbr/article/view/578/871http://www.bbronline.com.br/index.php/bbr/article/view/578/872Copyright (c) 2020 Brazilian Business Reviewhttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMoraes, Sergio GarridoStrehlau, Vivian Iara 2020-05-11T20:54:56Zoai:ojs.pkp.sfu.ca:article/578Revistahttps://www.bbronline.com.br/index.php/bbr/indexONGhttp://www.bbronline.com.br/index.php/bbr/oai|| bbronline@bbronline.com.br1808-23861808-2386opendoar:2020-05-11T20:54:56BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS)false |
dc.title.none.fl_str_mv |
Country or Brand: What Matters to Younger Millennials? Pai?s ou Marca: O que Importa para os Millennials mais Jovens? |
title |
Country or Brand: What Matters to Younger Millennials? |
spellingShingle |
Country or Brand: What Matters to Younger Millennials? Moraes, Sergio Garrido Country of origin Global brands; Generation País de Origem Marcas Globais Geração |
title_short |
Country or Brand: What Matters to Younger Millennials? |
title_full |
Country or Brand: What Matters to Younger Millennials? |
title_fullStr |
Country or Brand: What Matters to Younger Millennials? |
title_full_unstemmed |
Country or Brand: What Matters to Younger Millennials? |
title_sort |
Country or Brand: What Matters to Younger Millennials? |
author |
Moraes, Sergio Garrido |
author_facet |
Moraes, Sergio Garrido Strehlau, Vivian Iara |
author_role |
author |
author2 |
Strehlau, Vivian Iara |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Moraes, Sergio Garrido Strehlau, Vivian Iara |
dc.subject.por.fl_str_mv |
Country of origin Global brands; Generation País de Origem Marcas Globais Geração |
topic |
Country of origin Global brands; Generation País de Origem Marcas Globais Geração |
description |
Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they are iconic brands both in the US and globally. We tested constructs related to the country of origin and brand and then conducted a survey with 367 YM (17-23 years old) as potential brand consumers. We applied a structural equation model to analyze the impacts of these constructs on their willingness to buy. Results indicate that the way YM connect themselves to the brand is more important than the way they perceive or feel about the brand’s country of origin. We studied real brands within their target market and, in a current context, translated constructs for application in day-to-day consumer situations, while seeking discoveries that can be widely applied in the field of international marketing. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020-05-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Artigo revisado pelos pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/578 10.15728/bbr.2020.17.3.2 |
url |
http://www.bbronline.com.br/index.php/bbr/article/view/578 |
identifier_str_mv |
10.15728/bbr.2020.17.3.2 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
http://www.bbronline.com.br/index.php/bbr/article/view/578/871 http://www.bbronline.com.br/index.php/bbr/article/view/578/872 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2020 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2020 Brazilian Business Review http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FUCAPE Business Shool |
publisher.none.fl_str_mv |
FUCAPE Business Shool |
dc.source.none.fl_str_mv |
Brazilian Business Review; Vol. 17 No. 3 (2020): May to June 2020; 275-292 Brazilian Business Review; v. 17 n. 3 (2020): Maio a junho de 2020; 275-292 1808-2386 1807-734X reponame:BBR. Brazilian Business Review (English edition. Online) instname:Fucape Business School (FBS) instacron:FBS |
instname_str |
Fucape Business School (FBS) |
instacron_str |
FBS |
institution |
FBS |
reponame_str |
BBR. Brazilian Business Review (English edition. Online) |
collection |
BBR. Brazilian Business Review (English edition. Online) |
repository.name.fl_str_mv |
BBR. Brazilian Business Review (English edition. Online) - Fucape Business School (FBS) |
repository.mail.fl_str_mv |
|| bbronline@bbronline.com.br |
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1754732239500869632 |