Effects of Generational Cohorts on Brand-Self Congruity, Emotional Brand Attachment, Perceived Investment, and Repurchase Behavior regarding Luxury Goods

摘要

The global luxury market reached €223 billion in sales in 2014 (Bain \u26 Company, 2014). There are various factors surrounding the behavior of luxury consumption, such as emotional brand attachment, brand-self congruity, perceived investment, and repurchase intentions. This study investigated influences of generational cohorts—older BB, younger BB, generation X, and Millennials—on consumer trait variables introduced earlier and repurchase intentions of luxury goods among affluent US consumers to offer insights regarding the variances and/or similarities among the cohorts to the luxury marketing and retail industries.