Generation Y on the Move: How Consumer-Brand Relationships Act As Coping Mechanisms

Utilising a longitudinal research design to explore inexperienced Generation Y sojourners’ consumer acculturation sheds light on the importance of consumer-brand relationships in mobility. Home brands are sacralised similar to special object possessions whilst host brands are seen as ‘holiday romances’, post-return acting as bearers of the experiences gained abroad.



Citation:

Nina Brosius and Karen V. Fernandez (2013) ,"Generation Y on the Move: How Consumer-Brand Relationships Act As Coping Mechanisms", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 135-136.

Authors

Nina Brosius, University of Auckland, New Zealand
Karen V. Fernandez, University of Auckland, New Zealand



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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