Country or Brand: What Matters to Younger Millennials?
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| Format: | Artículo científico |
| Sprache: | en |
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FUCAPE Business School
2020
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| _version_ | 1876463067121844224 |
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| author | Sergio Garrido Moraes |
| author_facet | Sergio Garrido Moraes |
| contents | Country or Brand: What Matters to Younger Millennials? Sergio Garrido Moraes Vivian Iara Strehlau Administración y Contabilidad Generation Global brands Country of origin 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. 2020 artículo científico 1807-734X https://www.redalyc.org/articulo.oa?id=123063507002 https://www.redalyc.org/journal/1230/123063507002/ https://www.redalyc.org/journal/1230/123063507002/html/ https://www.redalyc.org/journal/1230/123063507002/123063507002.epub https://www.redalyc.org/journal/1230/123063507002/movil 10.15728/bbr.2020.17.3.2 en http://www.redalyc.org/revista.oa?id=1230 BBR - Brazilian Business Review application/pdf FUCAPE Business School BBR - Brazilian Business Review (Brasil) Num.3 Vol.17 |
| format | Artículo científico |
| id | redalyc_123063507002 |
| institution | Redalyc |
| language | en |
| publishDate | 2020 |
| publisher | FUCAPE Business School |
| spellingShingle | Country or Brand: What Matters to Younger Millennials? Sergio Garrido Moraes Administración y Contabilidad Generation Global brands Country of origin Country or Brand: What Matters to Younger Millennials? Sergio Garrido Moraes Vivian Iara Strehlau Administración y Contabilidad Generation Global brands Country of origin 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. 2020 artículo científico 1807-734X https://www.redalyc.org/articulo.oa?id=123063507002 https://www.redalyc.org/journal/1230/123063507002/ https://www.redalyc.org/journal/1230/123063507002/html/ https://www.redalyc.org/journal/1230/123063507002/123063507002.epub https://www.redalyc.org/journal/1230/123063507002/movil 10.15728/bbr.2020.17.3.2 en http://www.redalyc.org/revista.oa?id=1230 BBR - Brazilian Business Review application/pdf FUCAPE Business School BBR - Brazilian Business Review (Brasil) Num.3 Vol.17 |
| title | Country or Brand: What Matters to Younger Millennials? |
| topic | Administración y Contabilidad Generation Global brands Country of origin |
| url | https://www.redalyc.org/articulo.oa?id=123063507002 https://www.redalyc.org/journal/1230/123063507002/ https://www.redalyc.org/journal/1230/123063507002/html/ https://www.redalyc.org/journal/1230/123063507002/123063507002.epub https://www.redalyc.org/journal/1230/123063507002/movil |