Effect of emotional experience on symbolic consumption in Generation Y consumers

Abstract

Purpose

The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y consumers’ income sources.

Design/methodology/approach

A conceptual model was developed to represent the proposed relationships among the related variables. Data from a total of 328 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses.

Findings

The study found that emotional experience has a significant and positive effect experience symbolic consumption, symbolic consumption provided a positive effect on brand loyalty.

Research limitations/implications

Time and resources limitation did not allow studying the larger sample. Future research should include more product categories. The sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors.

Practical implications

The findings suggest that symbolic consumption is a key motivation to increase brand loyalty when developing marketing strategies for the Generation Y consumers.

Originality/value

This study identifies the components of symbolic consumption in meaning for conspicuous products and provides empirical support for the effect of emotional experience and symbolic consumption on brand loyalty in coffee shop industry.

Citation

Tangsupwattana, W. and Liu, X. (2018), "Effect of emotional experience on symbolic consumption in Generation Y consumers", Marketing Intelligence & Planning, Vol. 36 No. 5, pp. 514-527. https://doi.org/10.1108/MIP-11-2017-0316