Identification of consumption patterns: an empirical study in millennials

Purpose – Societal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle and general characteristics of generations who have been born immersed in this technological context to those of other generations. The objective of this paper is to analyze brand image (BI) as determinant of brand attitude (AB), and the moderating effect of brand equity (BE), in the use of online information among millennial shoppers from Colombia. In general, the purpose of this paper is to contribute to existing literature related to the importance of generational membership in classifying individuals regarding brand perception (BI, AB and BE) and association with the use of shopping channels between different generations

• Autores: Hurtado Ayala, Andrea; Escandón Barbosa, Diana; Rialp Criado, Josep; Salas Paramo, Jairo A.
• Tipo de recurso: Article of journal
• Fecha de publicación: 2021
• Institución: Institución Universitaria Antonio Jose Camacho
• Repositorio: Repositorio Uniajc
• Idioma: eng
• OAI Identifier: oai:repositorio.uniajc.edu.co:uniajc/2638
• Acceso en línea: https://repositorio.uniajc.edu.co/handle/uniajc/2638; https://www.emerald.com/insight/content/doi/10.1108/yc-11-2018-0872/full/html
• Palabra clave: brand image; brand equity; millennials; online; multi-group; offline
• Rights: openAccess
• License: Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)