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

Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery

Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté

Read More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Featured

With or Without You: When Second Person Pronouns Engage Listeners

Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, 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.