Country or Brand: What Matters to Younger Millennials?

Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they ar...

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Autores principales:	Sergio Garrido Moraes, Vivian Iara Strehlau
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2020
Materias:	country of origin global brands generation Business HF5001-6182
Acceso en línea:	https://doaj.org/article/070885a6896b465da63c02849a718756
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id	oai:doaj.org-article:070885a6896b465da63c02849a718756
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spelling	oai:doaj.org-article:070885a6896b465da63c02849a7187562021-11-11T15:48:08ZCountry or Brand: What Matters to Younger Millennials?1807-734X10.15728/bbr.2020.17.3.2https://doaj.org/article/070885a6896b465da63c02849a7187562020-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123063507002https://doaj.org/toc/1807-734XOur objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they are iconic brands both in the US and globally. We tested constructs related to the country of origin and brand and then conducted a survey with 367 YM (17-23 years old) as potential brand consumers. We applied a structural equation model to analyze the impacts of these constructs on their willingness to buy. Results indicate that the way YM connect themselves to the brand is more important than the way they perceive or feel about the brand’s country of origin. We studied real brands within their target market and, in a current context, translated constructs for application in day-to-day consumer situations, while seeking discoveries that can be widely applied in the field of international marketing.Sergio Garrido MoraesVivian Iara StrehlauFUCAPE Business Schoolarticlecountry of originglobal brandsgenerationBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 17, Iss 3, Pp 275-292 (2020)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	country of origin global brands generation Business HF5001-6182
spellingShingle	country of origin global brands generation Business HF5001-6182 Sergio Garrido Moraes Vivian Iara Strehlau Country or Brand: What Matters to Younger Millennials?
description	Our objective is to compare the effects of country of origin (COO) and brand on Younger Millennials’ (YM) willingness to buy global brands. We chose the United States, because it is the country of origin for the most valuable global brands. We approached Apple, Levi’s, and McDonald’s because they are iconic brands both in the US and globally. We tested constructs related to the country of origin and brand and then conducted a survey with 367 YM (17-23 years old) as potential brand consumers. We applied a structural equation model to analyze the impacts of these constructs on their willingness to buy. Results indicate that the way YM connect themselves to the brand is more important than the way they perceive or feel about the brand’s country of origin. We studied real brands within their target market and, in a current context, translated constructs for application in day-to-day consumer situations, while seeking discoveries that can be widely applied in the field of international marketing.
format	article
author	Sergio Garrido Moraes Vivian Iara Strehlau
author_facet	Sergio Garrido Moraes Vivian Iara Strehlau
author_sort	Sergio Garrido Moraes
title	Country or Brand: What Matters to Younger Millennials?
title_short	Country or Brand: What Matters to Younger Millennials?
title_full	Country or Brand: What Matters to Younger Millennials?
title_fullStr	Country or Brand: What Matters to Younger Millennials?
title_full_unstemmed	Country or Brand: What Matters to Younger Millennials?
title_sort	country or brand: what matters to younger millennials?
publisher	FUCAPE Business School
publishDate	2020
url	https://doaj.org/article/070885a6896b465da63c02849a718756
work_keys_str_mv	AT sergiogarridomoraes countryorbrandwhatmatterstoyoungermillennials AT vivianiarastrehlau countryorbrandwhatmatterstoyoungermillennials
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Country or Brand: What Matters to Younger Millennials?

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