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



Share Proceeding

Featured papers

See More

Featured

L9. To Save Face or Follow My Heart: Salesperson’s Inquiries of In-Group Identity on Consumers’ Purchase

Lingru Wei, Tencent Holdings Limited
Jooyoung Park, Peking University

Read More

Featured

Decisional Conflict Predicts Myopia

Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA

Read More

Featured

The Positivity Problem: Using Mass-Scale Emotionality to Predict Marketplace Success

Matthew D Rocklage, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Loran F Nordgren, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.