Skip to main content
Kent Academic Repository

Dimensions of Brand Purchasing Behaviour: Consumers in the 18-24 Age Group

Wood, Lisa M.C. (2004) Dimensions of Brand Purchasing Behaviour: Consumers in the 18-24 Age Group. Journal of Consumer Behaviour, 4 (1). pp. 9-24. ISSN 1472-0817. (doi:10.1002/cb.154) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:9963)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided.
Official URL:
http://dx.doi.org/10.1002/cb.154

Abstract

This paper reports the results of a study of brand selection and loyalty within the 18–24 age group. The study explores brand loyalty behaviour across different product categories, and investigates the dimensions that drive loyalty behaviour within this age group. First, the construct of brand loyalty is defined, followed by an overview of key research in the area. Finally, the study itself is detailed. The study concludes that there is a significant difference in the degree of brand loyalty exhibited by the 18–24-year-old respondents across product categories. The dimensions of brand selection also vary by product type. Brand heritage in terms of parental influence was evident in coffee and toothpaste purchase, with brand as a reflection of self-image being something that is important to clothing brands. Value and variety are important attributes of cereal brand selection.

Item Type: Article
DOI/Identification number: 10.1002/cb.154
Subjects: H Social Sciences
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Lisa Dewett
Date Deposited: 08 Oct 2008 08:34 UTC
Last Modified: 16 Nov 2021 09:48 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/9963 (The current URI for this page, for reference purposes)

University of Kent Author Information

Wood, Lisa M.C..

Creator's ORCID:
CReDIT Contributor Roles:
  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.