Millennials in (re)construction. How young consumers relate with their brands

Risultato della ricerca: Contributo in libroContributo a convegno

Abstract

Despite Consumer-brand relationships (CBR) currently represent a lively research field, little is known on how millennial consumers – the generational cohort born between approximately 1980 and 2000 – conceive and develop strong attachment to brands. This paper develops a narrative approach based on the collection and interpretation of consumers’ diaries to understand how Millennials enter and maintain close relationships with brands to expand their self and their capability to use brands as constructive resources to face the current climate of uncertainty, insecurity, and discontinuity. Preliminary findings underline that young consumers cherish a crepuscular and heroic connection with their branded objects, which represent material and concrete repositories of eudaimonia.
Lingua originaleEnglish
Titolo della pubblicazione ospiteSIM Doctoral & Research Colloquium
Pagine1-14
Numero di pagine14
Stato di pubblicazionePubblicato - 2015
EventoSIM Doctoral & Research Colloquium - Urbino
Durata: 8 giu 20159 giu 2015

Workshop

WorkshopSIM Doctoral & Research Colloquium
CittàUrbino
Periodo8/6/159/6/15

Keywords

  • Millennials
  • consumer-brand relationships
  • diaries
  • young consumers

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