Thirty years and “I'm still Lovin’ it!”: brand perceptions of McDonald's among generation Y and generation Z consumers in China

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bowen Zhang ◽  
Frank J. Mulhern ◽  
Yingying Wu ◽  
Margaret Xu ◽  
Wenqi Wang ◽  
...  
Keyword(s):  
Market Segmentation ◽  
Online Survey ◽  
Brand Personality ◽  
Generational Cohorts ◽  
Generational Cohort ◽  
Chinese Consumers ◽  
Content Type ◽  
Generation Z ◽  
Cohort Theory ◽  
Brand Perception

PurposeRecognizing the differences between generations Y and Z, this exploratory study uses generational cohort theory as a framework to examine the brand perception of McDonald's, an international brand which has grown up with consumers for over 30 years in China. The paper aims to discuss this issue.Design/methodology/approachMeasures of brand perception was built based on Aaker's brand personality model. A total 1,103 valid questionnaires were collected through an online survey platform. Factor analysis is the primary method to analysis the data.FindingsThe findings of this study reveal a favourable brand perception of McDonald's among young Chinese consumers which is consistent with Aaker's brand personality model and support the use of generational cohort theory as a market segmentation tool for brand perception. The differences between the two generational cohorts are not shown to be significant.Originality/valueThe most important contribution of this study is the evaluation of the personality of a major brand in China for Gen Z, a topic with very little existing research. Also, this research suggests future in-depth research into generational cohort theory in a Chinese context by recognizing homogeneity and heterogeneity exist simultaneously between generational cohorts.

scholarly journals Tell me your age and I tell you what you trust: the moderating effect of generations

2019 ◽  
Vol 29 (4) ◽  
pp. 799-817 ◽  
Author(s):  
Carolina Herrando ◽  
Julio Jimenez-Martinez ◽  
M.J. Martin-De Hoyos
Keyword(s):  
Generation X ◽  
Generational Differences ◽  
Online Survey ◽  
Generational Cohorts ◽  
Social Commerce ◽  
Content Type ◽  
Generation Z ◽  
Information User ◽  
Cohort Theory ◽  
The Way

Purpose The proliferation of social commerce websites has allowed consumers to share and exchange information, experiences, advice and opinions. Recently, information provided by users has been considered more trustworthy than the information shared by companies. However, the way in which users interact with technology can vary with age, and generational cohorts show different shopping behaviors, interests and attitudes. Hence, the way users process information (user-generated vs company-generated) can affect trust differently. Drawing on the trust transfer theory and the generational cohort theory, the purpose of this paper is to analyze the effects on user- and company-generated information in boosting trust of three different cohorts (Generation X, Y and Z). Design/methodology/approach The data were collected through an online survey. The sample comprised 715 users of social commerce websites, aged between 16 and 55 years old. The study was analyzed using partial least squares with the statistical software Smart PLS 3. Findings The empirical results show that generational cohorts show different patterns. Generation X transfers trust to social commerce websites mainly from trust in information generated by companies, while Generation Z transfers trust mainly from information generated by users. Finally, Generation Y, in contrast to previous findings about millennials, develops trust based on company-generated information to an even greater extent than does Generation X. Originality/value The originality of this study lies in its analysis of generational differences when it comes to trusting one type of information over another. This study contributes to the idea that users cannot be considered as a whole but must be segmented into generational cohorts.

scholarly journals Closer together or further apart? Values of hero generations Y and Z during crisis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shabnam Azimi ◽  
Yana Andonova ◽  
Charles Schewe
Keyword(s):  
Generation Y ◽  
Online Survey ◽  
Economic Recession ◽  
Human Values ◽  
Environmental Crisis ◽  
Value System ◽  
Content Type ◽  
Generation Z ◽  
Two Generations ◽  
Cohort Theory

Purpose Drawing upon cohort theory, the age-period-cohort framework and the portrait value system, this paper aims to examine differences in basic human values between generations Y and Z as they are shaped by recent major events (most importantly the COVID-19 pandemic). Design/methodology/approach Hypothesized differences between values of generation Y and Z were tested using a content analysis of recent articles (Study 1) and an online survey through a prolific crowdsourcing website (Study 2). Findings This research finds that while both generations value universalism and benevolence, Generation Y is more likely to conform and follow traditions while Generation Z values stimulation, hedonism and achievement more. The top two COVID-19 concerns for both groups were the health of others and financial security. Generation Y is more concerned about the economy while Generation Z is more worried about uncertainty in their future. Research limitations/implications This paper provides insight into how the current environmental crisis has shaped the values of generations Y and Z and offers an understanding of the similarities and differences in values between these two generations. Practical implications The findings have direct implications for the design of products/services and for the creation of effective marketing communications to reach these two consumer groups. Originality/value This research is novel in identifying the basic human values of generations Y and Z as they are shaped by recent events such as the most recent economic recession and COVID-19.

Wine market segmentation by age generations in the Western US: expectations after the COVID-19 pandemic

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Marianne McGarry Wolf ◽  
Mitchell Wolf ◽  
Benoit Lecat
Keyword(s):  
Generation X ◽  
Market Segmentation ◽  
Online Survey ◽  
Wine Industry ◽  
Purchasing Behavior ◽  
Content Type ◽  
Channels Of Distribution ◽  
Generation Z ◽  
Academic Paper ◽  
Western Us

Purpose The purpose of this paper is to investigate if differences exist between the four wine-consuming generations in wine purchasing behavior, the desirability of wine attributes when making a purchase decision and information sources used. It examines if generational market segmentation is an actionable and valuable strategy for the wine industry. Generation Z, Millennials, Generation X and Baby-Boomers are the four generations examined. This research also investigates if the generations behaved differently concerning wine consumption during the COVID-19 pandemic. Further, expectations concerning future wine purchasing behavior are examined. Design/methodology/approach An online survey was conducted between April 29, 2020 and May 7, 2020, with a sample size of 944 consumers from Western US States (California, Washington, Idaho, Oregon and Nevada). One-way analysis of variance technique and Chi-square tests were used to examine differences. Findings Segmentation by generation is appropriate when creating products, pricing, determining channels of distribution and creating messaging for a specific wine brand. The COVID-19 pandemic caused channel shifting that is expected to continue after the pandemic. Originality/value This is the second academic paper that examines differences in wine purchasing behavior between generations including Generation Z and the only study that examines the purchasing behavior changes and expectations for the future by generation concerning the COVID-19 pandemic. Research limitations/implications A national survey should be conducted to confirm that the results from the sample that was mostly from California and neighboring states reflect the national wine consumer in the USA. Practical implications The research identifies the products, prices, channels of distribution and messaging that are appropriate to target each generation.

Generational differences and implicit leadership schemas in the Philippine workforce

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Helen C. Salvosa ◽  
Maria Regina M. Hechanova
Keyword(s):  
Generational Differences ◽  
The Political ◽  
Generational Cohort ◽  
Implicit Leadership ◽  
Content Type ◽  
Diverse Workforce ◽  
Technology Generation ◽  
Generation Cohorts ◽  
Cohort Theory ◽  
Survey Responses

PurposeThis study examined generational differences in traits and desired schemas of leaders among Filipino workers using the lens of the generational cohort theory.Design/methodology/approachThis study utilized a sequential exploratory mixed-method approach. Phase One of the study utilized a qualitative approach in eliciting perceived characteristics and leadership schemas. Phase Two utilized a quantitative approach utilizing a survey to test generational differences.FindingsCluster analysis of survey responses of 341 Filipino workers showed two generation cohorts – the political and technological generation. Respondents from the political generation characterized themselves as being work-centered, family-oriented, traditional, seasoned, decisive and multi-tasking. The political generation also believes that an ideal leader is someone who cares about people's welfare, delegates, and is able to control others. On the other hand, the technology generation described themselves as being tech-savvy, carefree, laid-back, proud, individualistic, self-centered, arrogant, energetic and adventurous. The technological generation views an ideal leader as someone who is responsible, provides clear instructions, listens, and recognizes people.Research limitations/implicationsThe study focuses on Filipino workers and more studies in other countries are needed to establish generational differences in schemas.Practical implicationsThe results have implications on the way that leaders are selected and developed especially in an increasingly diverse workforce.Social implicationsThe results highlight the role of political, sociocultural events and technological trends that shape the traits and schemas of workers.Originality/valueThe study contributes to both generational studies as well as implicit leadership literature. The study highlights the value of examining the intersection of both culture and generation in the context of leadership.

Benefit appeals and perceived corporate hypocrisy: implications for the CSR performance of fast fashion brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyong Wei ◽  
Sojin Jung
Keyword(s):  
Online Survey ◽  
Interactive Effect ◽  
Critical Role ◽  
Experimental Manipulation ◽  
Chinese Consumers ◽  
Significant Interaction Effect ◽  
Fast Fashion ◽  
Content Type ◽  
Fashion Brand ◽  
Corporate Social

Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level theory (CLT), this study aims to examine how the benefit appeals that are widely used in CSR initiatives affect perceived corporate hypocrisy and the CSR performance of fast fashion brands. Design/methodology/approach This study designed an online experiment with a 2 (fashion brand: fast fashion vs. unknown) × 2 (benefit appeal: self-benefit vs other-benefit) stimulus, using a virtual label named “Eco Care” for experimental manipulation. A total number of 298 Chinese consumers participated in the experiment and they answered an online survey. Findings It was found that the brand types (fast fashion vs unknown) and benefit appeals (self-benefit vs other benefit) did not elicit perceived corporate hypocrisy nor did them directly affect perceptions of CSR performance. However, there was a significant interaction effect of them. That is, fast fashion brand’s CSR performance was judged based on how the brand framed its sustainability claims. A fast fashion brand’s CSR label significantly increased hypocrisy perceptions when the label used a self-benefit appeal and the interactive effect of the fast fashion brand and the self-benefit appeal hindered the formation of a green brand image and brand purchase intentions. Originality/value This study adds a body of knowledge to the literature by examining the relationship between benefit appeals and perceived corporate hypocrisy from the perspective of CLT. The findings can help fast fashion marketers better understand the critical role of benefit appeals by acknowledging that the misuse of communication strategies may result in unfavorable consequences, thus ruining their efforts to improve their brand’s image.

The influence of culture on consumer perceptions of deceptiveness

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haithem Zourrig ◽  
Mengxia Zhang ◽  
Kamel El Hedhli ◽  
Imene Becheur
Keyword(s):  
Culturally Diverse ◽  
Online Survey ◽  
Consumer Perceptions ◽  
Chinese Consumers ◽  
Content Type ◽  
Individual Level ◽  
Information Manipulation ◽  
Societal Level ◽  
The Individual ◽  
Situational Constraint

Purpose This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness. Design/methodology/approach In total, 400 Chinese consumers and an equal-size sample of Canadian consumers were recruited to fill an online survey. The survey integrates four scenarios of insurance fraud and measures of perceived deceptiveness, cultural tightness and horizontal-vertical idiocentrism allocentrism, in addition to some control variables. Findings Results show that at the societal level of culture, perceived deceptiveness is higher in individualistic than in collectivistic cultures. When accounting for the level of situational constraint, cultural tightness was found to magnify the perceived deceptiveness. At the individual level of culture, vertical-allocentrism and vertical-idiocentrism were found to weigh against the perception of deceptiveness. Originality/value Understanding cultural differences in perceived deceptiveness is helpful to spot sources of consumers’ vulnerability to fraud tolerance among a culturally diverse public.

scholarly journals GENERATION Y AND GENERATION Z EMPLOYMENT EXPECTATIONS: A GENERATIONAL COHORT COMPARATIVE STUDY FROM TWO COUNTRIES

2021 ◽  
Vol 24 (3) ◽  
pp. 93-109
Author(s):  
Dana Egerová ◽  
Lenka Komárková ◽  
Jiří Kutlák
Keyword(s):  
Generation Y ◽  
Psychological Contract ◽  
Generational Differences ◽  
Slovak Republic ◽  
Future Research ◽  
Generational Cohort ◽  
Online Questionnaire ◽  
Generation Z ◽  
Cohort Differences ◽  
Cohort Theory

Generational differences in work values and workplace expectations have become a widely discussed research and intervention topic in recent years. However, little is known about Generation Z, who are now entering the labour market, and this presents challenges to both researchers and companies. Therefore, the primary purpose of the present study is to extend generation research by examining generational cohort differences in workplace expectations, specifically between Generation Z and the previous closest generation, Generation Y. The study is also intended to add to the limited empirical evidence of the workplace expectations of the most recent Generation Z. The theoretical framework guiding this study includes generational cohort theory and anticipatory psychological contract dimensions: job content, career development, social atmosphere, the fairness of organisational policies and rewards. The study was based on an online questionnaire survey. Data was collected from a sample of 1,000 respondents for the Czech Republic and 600 for the Slovak Republic including Generations Y and Z in the ratio 1:1. The generational differences in the workplace expectations, controlling the effects of gender and country, were investigated using multiple linear regression. The overall findings of the study indicate that both generations are more similar than different regarding their future employment expectations. We also find that those preferences may be more heterogeneous within a homogeneous group than across generational cohorts. The findings specifically indicate that some characteristics, such as geographical environment, professional experience and gender may shape employment expectations more than generational difference. The study suggests that companies also need to appreciate heterogeneity within a homogeneous generational group instead of treating current or prospective potential employees simply as members of one generation. The directions of future research, as well as the limitations of the study, are discussed.

scholarly journals The winery experience from the perspective of Generation Z

2018 ◽  
Vol 30 (2) ◽  
pp. 169-184 ◽  
Author(s):  
Dimitrios P. Stergiou ◽  
David Airey ◽  
Alexandros Apostolakis
Keyword(s):  
Wine Industry ◽  
Generational Cohort ◽  
Student Groups ◽  
Content Type ◽  
Wine Tourism ◽  
Generation Z ◽  
Five Factors ◽  
Service Staff ◽  
Tourism Experience ◽  
Low Performance

Purpose The purpose of this paper is to investigate the wine tourism experience from the perspective of Generation Z adults in Greece, following an actual winery visit. Design/methodology/approach Responses were obtained from a total of 306 respondents drawn from student groups visiting a winery in the Achaia region of the Peloponnese, Western Greece, using convenience sampling. A list of winescape attributes was adopted for testing and used to structure self-administered questionnaires. The data collected were analysed using a factor-analytic and importance-performance analysis framework. Findings Five factors that promote understanding of the desired wine tourism experience of Generation Z adults were identified, namely, cost considerations and wine and entertainment both perceived to be important but the winery’s performance on the same was poor, destination attributes and service staff both perceived to be important with good performance and learning about wine perceived to be unimportant with low performance. Originality/value This is the first academic study focusing specifically on the winery experience from the perspective of Generation Z. As such, it has provided new and useful insights for researchers and managers in the wine industry concerning the experience of this under-researched generational cohort.

Is it love or just like? Generation Z’s brand relationship with luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunju Shin ◽  
Jacqueline Eastman ◽  
Yuan Li
Keyword(s):  
Luxury Brands ◽  
Generational Cohort ◽  
Brand Relationships ◽  
Research Attention ◽  
Content Type ◽  
Luxury Brand ◽  
Luxury Branding ◽  
Generation Z ◽  
Brand Relationship ◽  
High Level

Purpose This study aims to focus on understanding the consumer-luxury brand relationships among Generation Z. Generation Z is an up-and-coming generational cohort that has received limited research attention in the domains of both consumer-brand relationships and luxury branding, despite its growing size and purchasing power. Therefore, this study highlights the distinctive patterns of Generation Z’s relationship with luxury by identifying their choice of a luxury brand, the nature of the brand relationships, what characterizes these relationships and the internal and external influences that shape these relationships. Design/methodology/approach This study used brand collage construction. A total of 56 Generation Z respondents created brand collages that covered 38 different luxury brands. The data from the collages and their accompanying descriptions were evaluated using content analysis. Findings This study identifies Generation Z’s unique yet expansive view of luxury that encompasses not only traditional luxury but also masstige and non-traditional luxury brands. Moreover, the findings generally support that Generation Z’s relationships with luxury brands are characterized by “like” rather than “love”; while Generation Z may feel a high level of loyalty toward luxury brands in terms of attitudes and behaviors, they do not necessarily have strong, passionate feelings for them. Originality/value The findings of this study offer a comprehensive understanding of Generation Z’s brand relationship with luxury. Luxury marketers need to recognize that for Generation Z consumers, luxury is an integral part of their everyday lifestyle more than a display of success, which is clearly different from previous generations.

Is helicopter parenting stifling moral courage and promoting moral disengagement? Implications for the training and development of millennial managers

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Randy Evans ◽  
Katherine A. Karl
Keyword(s):  
Undergraduate Students ◽  
Moral Disengagement ◽  
Online Survey ◽  
Training And Development ◽  
Moral Courage ◽  
Moral Foundations ◽  
Helicopter Parenting ◽  
Generational Cohort ◽  
Content Type ◽  
The Impact

Purpose This paper aims to examine the ethical foundations of Gen Z individuals by studying the impact of helicopter parenting on moral courage and moral disengagement. In addition, this study considers the implications for Millennial generation managers that are likely to be supervising this current generational cohort. Design/methodology/approach Hypotheses were tested using a two-wave online survey of 215 undergraduate students. Findings Helicopter parenting was associated with lower levels of moral courage and an elevated propensity to morally disengage in a sample of Gen Z individuals. The impact of helicopter parenting on these moral foundations was mediated by the children’s increased desire for continued parental involvement in their lives. Practical implications Similar to the Gen Z students surveyed in this study, many Millennials were raised by helicopter parents, thus, it is likely that they are also prone to moral disengagement and low moral courage. Furthermore, Millennial managers will be managing Gen Z workers. Thus, many companies will need to enhance their efforts in providing Millennial managers with business ethics training aimed at developing moral courage and reducing moral disengagement. Originality/value This study examines a previously unidentified antecedent of moral courage and moral disengagement

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