A Study on the Impact and Influence of Pop-Culture on Branding and Brand Perception of Gen-Z
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Zenodo
2025
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| author | Dr. Preethi Luhana Dr. Rina Dave |
| author_facet | Dr. Preethi Luhana Dr. Rina Dave |
| contents | <p><span>The new generation of up and coming consumers is very different from the ones that came before them. They have different platforms that they operate on and prefer, online; along with rising concerns of attention spans decreasing with the increasing popularity of short-form media. The aim of this paper was to study and highlight the factors that effect a brand’s perception by the youth, when it comes to marketing via pop-culture and product placements, to see what the youngsters prefer, and whether or not traditional methods hold up in the year of 2025, and to check whether the likeliness of purchasing a product increases or not when it is affiliated with a piece of pop-culture. A correlation test via factor analysis on a likert scale of responses was used to gauge the responses, which were primarily 17-24 year old, the market of the future that we aim to find out more about.</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_15737035 |
| institution | Zenodo |
| language | |
| publishDate | 2025 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | A Study on the Impact and Influence of Pop-Culture on Branding and Brand Perception of Gen-Z Dr. Preethi Luhana Dr. Rina Dave <p><span>The new generation of up and coming consumers is very different from the ones that came before them. They have different platforms that they operate on and prefer, online; along with rising concerns of attention spans decreasing with the increasing popularity of short-form media. The aim of this paper was to study and highlight the factors that effect a brand’s perception by the youth, when it comes to marketing via pop-culture and product placements, to see what the youngsters prefer, and whether or not traditional methods hold up in the year of 2025, and to check whether the likeliness of purchasing a product increases or not when it is affiliated with a piece of pop-culture. A correlation test via factor analysis on a likert scale of responses was used to gauge the responses, which were primarily 17-24 year old, the market of the future that we aim to find out more about.</span></p> |
| title | A Study on the Impact and Influence of Pop-Culture on Branding and Brand Perception of Gen-Z |
| url | https://doi.org/10.5281/zenodo.15737035 |