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

I13. Ambient Light, Gender, and Creativity

Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA

Read More

Featured

G3. Warm or Cold? The Effect of Color Temperature of Logo on Evaluation of For-Profits and Nonprofits

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Sungkyunkwan University

Read More

Featured

More Than Meets the Eye: The Influence of Tableware Aesthetics on Food Consumption

Chi Pham, UNSW Sydney
Nitika Garg, University of New South Wales

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.