Millennial Consumers Perceptions on Luxury Goods: Capturing Antecedents for Brand Resonance in the Emerging Market Context

Abstract

Research relating to luxury brand resonance has typically focused on millennial consumers in developed countries. This has consequentially caused a lack of theory regarding how millennial consumers in developing countries build brand resonance with luxury brands. To fill this research gap, the current research examines millennial consumers’ characteristics from developing countries. To test our model, we used structural equation modeling with 252 survey samples collected from China in 2019.

This research identifies that the characteristics of millennial consumers in developing countries interact with the brand identification process to generate brand resonance. In doing so, this paper is able to identify the characteristics of developing countries millennial consumers. Secondly, this research also identifies that millennial consumers in developing countries are a unique cohort who have their own brand identification and assessment process. This study directs the way firms enable brand resonance for millennial consumers in developing countries.

Keywords:

• Millennial consumers
• Developing market
• Cognitive identification
• Affective identification
• Brand resonance

Author contribution

All authors listed have made a substantial, direct and intellectual contribution to the work, and approved it for publication

Informed consent statement

Informed consent was obtained from all subjects involved in the study.

Conflict of interest statement

The authors declare no conflict of interest

Data availability statement

Datasets are available on request.

Additional information

Funding

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.