Country or Brand: What Matters to Younger Millennials?
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 ar...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2020-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123063507002 |
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| _version_ | 1825207233554677760 |
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| author | Sergio Garrido Moraes Vivian Iara Strehlau |
| author_facet | Sergio Garrido Moraes Vivian Iara Strehlau |
| author_sort | Sergio Garrido Moraes |
| collection | DOAJ |
| 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. |
| format | Article |
| id | doaj-art-070885a6896b465da63c02849a718756 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2020-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-070885a6896b465da63c02849a7187562025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2020-01-0117327529210.15728/bbr.2020.17.3.2Country or Brand: What Matters to Younger Millennials?Sergio Garrido MoraesVivian Iara StrehlauOur 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.http://www.redalyc.org/articulo.oa?id=123063507002country of originglobal brandsgeneration |
| spellingShingle | Sergio Garrido Moraes Vivian Iara Strehlau Country or Brand: What Matters to Younger Millennials? BBR: Brazilian Business Review country of origin global brands generation |
| title | 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_short | Country or Brand: What Matters to Younger Millennials? |
| title_sort | country or brand what matters to younger millennials |
| topic | country of origin global brands generation |
| url | http://www.redalyc.org/articulo.oa?id=123063507002 |
| work_keys_str_mv | AT sergiogarridomoraes countryorbrandwhatmatterstoyoungermillennials AT vivianiarastrehlau countryorbrandwhatmatterstoyoungermillennials |