Brand Meaning for Consumers from Dissimilar Generations

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F20%3AA0000137" target="_blank" >RIV/47813059:19520/20:A0000137 - isvavai.cz</a>

Result on the web

<a href="https://fes.upce.cz/fes/veda-vyzkum/scipap.html" target="_blank" >https://fes.upce.cz/fes/veda-vyzkum/scipap.html</a>

DOI - Digital Object Identifier

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Result language

angličtina

Original language name

Brand Meaning for Consumers from Dissimilar Generations

Original language description

There are many generations of consumers on the market, who are still faced with more offerings of these companies. These generations of consumers are different with different perceptions of brands. Therefore, the aim of this paper is to investigate the consumers’ degree of identification with the brands in the relation with selected demographic factors. The selected demographic factors were tested among consumers from different generations. The questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were from generation Baby Boomers, Generation X and Generation Y. The brands do not mean for the Baby Boomers consumers or Generation X as much as they mean for the consumers belonging to the Generation Y. These consumers have different perceptions of the brands, what is caused by different opportunities to get the products and present themselves by them. The members of the cohorts Baby Boomers and Generation X do not need to build relationships with the brands or to present themselves by brands as much as the members of the cohort Generation Y. The members of Generation Y likes building the relationships, presenting themselves by brands.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Scientific Papers of the University of Pardubice, Series D

ISSN

1211-555X

e-ISSN

1804-8048

Volume of the periodical

28

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

14

Pages from-to

29-42

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85090516482