Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience Among Millennial Consumers

This is an empirical study conducted in Mexico City among millennial consumers, who use vogue brands. The study addresses the effect of knowledge, motivations, and trust dimensions on consumption experiences analyzing the self-congruity theory. The study reveals that brand knowledge, self-congruence, peer motivations, and brand experience influence consumption behavior.



Citation:

Ananya Rajagopal (2018) ,"Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience Among Millennial Consumers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 430-435.

Authors

Ananya Rajagopal, Tecnológico de Monterrey, MEXICO



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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