The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

The Influence of Generational Cohort and Self-Congruity in Social Sponsorship: a Study in a Developing Country

<p>Social sponsorship has increased interest both in the academic area and in practice as a marketing communication tool to achieve brands’ objectives. Participation in social sponsorship enhances a brand’s goodwill and brand equity as well as image. Despite growing interest in social sponsorship, few studies have utilised generational cohort and self-congruity theory in one study, especially in a social sponsorship context. This study explored how generational cohorts’ self-congruity influences sponsorship attitude within social sponsorship, particularly in the context of a developing country, Malaysia. Three specific questions have been raised: (1) does self-congruity of different generational cohorts affect preferences for social sponsorship programmes? (2) Does it affect sponsor attitudes and loyalty? (3) To what extent does ethnicity impact generational cohorts’ preferences for sponsorship programmes? This study believes that generational cohorts have varying degrees of self-congruity, and a brand might consider participating in social sponsorship programmes congruent with its target consumers. This study applied generational cohort theory as a segmentation technique to identify consumers’ characteristics and the segmentation of the consumers. Besides, self-congruity theory was used to evolve the degree of consumers’ self-congruity with social sponsorship programmes based on generational cohort profiles (e.g. characteristics, preferences, and attitudes). Malaysia was chosen as a context for this study because of the country’s ethnic diversity, as well as being a plural society where all ethnic groups experience socialisation processes separately. An experimental method was applied in this study. Among the respondents, there were two generational cohorts (Boomers and Generation Y) and two ethnic groups (Malays and Chinese). The respondents included current students, alumni, students’ parents or relatives, and staff of Malaysian public universities. In total, this study collected 501 useable responses among the treatment and control groups. Single and multi-group analysis was applied to analyse the data since this study aimed to investigate differences between generational cohorts and ethnic groups with respect to attitudes towards sponsorship and brand loyalty. Hence, a combination of analysis methods has been employed such as the t-test, ANOVA and Covariance-based Structural Equation Modelling (SEM). This study found that generational cohort profiles influenced consumers’ responses on perceived congruency with a social sponsorship programme (i.e. event, brand and media). Findings from the research suggest that consumers held a more favourable attitude towards social sponsorship and brand loyalty that was congruent to them. On the other hand, both generational cohorts did not statistically differ on their attitudes toward sponsorship for international events and brands. In terms of ethnicity, the study found mixed findings on social sponsorship preferences and sponsorship attitudes. Interestingly, this study found that ethnicity affects Malays and Chinese Gen Y’s attitudes towards sponsorship on both brand conditions (i.e. ethnic-based and international) since both ethnic groups perceived congruency differently. This study contributes to the growing body of research on social sponsorship since it is the first study that attempts to utilise Generational Cohort Theory and Self-congruity theory in a social sponsorship context and developing country. It also contributes to developing and empirically testing models in heterogeneous environments (i.e. across generational cohorts and in a multicultural society), especially in a developing country. From a managerial perspective, this study allows brands to identify a social sponsorship programme’s congruence with its own consumers’ self-congruity. Brands will then be able to implement social sponsorship programmes that are congruent with their target consumers and that achieve their objectives.</p>

Are you talking to me? Generation X, Y, Z responses to mobile advertising

This study explores intergenerational differences in attitudes toward mobile advertising (addressing their informativeness, irritation, trustworthiness, entertainment, and intrusiveness) and actual response to mobile advertising messages in Israel. Using an online survey ( N = 408) and drawing on Congruence Theory and Generation Cohort Theory, we focus on three generations: X, Y, and Z. Findings show that all generations responded negatively when receiving an advertisement via smartphone. However, the generations differ in their patterns of association between mobile advertising attitudes and responses to mobile ads. Findings suggest that incongruence between each generation’s scheme and the five dimensions of advertising attitudes results in unfavorable responses to mobile advertising. These findings provide guidelines for future research and implications for marketers who intend to design behavioral targeting to consumers of various generational cohorts while using mobile platforms as an advertising channel.

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

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.

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

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.

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

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.

The Role of Post-Stay Evaluation on Ewom and Hotel Revisit Intention among Gen Y

Electronic word-of-mouth (eWOM) has become an important source for customers and hoteliers, and likewise, the interactivity of Web 2.0 has allowed customers to write and share online reviews. Our study aims to examine: (1) the influence of post-stay evaluation factors toward eWOM, (2) the relationship between eWOM and hotel revisit intention, and (3) the influence of country differences as a moderating factor. A total of 872 usable responses were collected from three emerging countries. Our results suggest that post-stay evaluation was the key predictor of positive eWOM, and later transferred greater hotel revisit intention among Gen Y. In terms of country level, all countries depicted a positive relationship for all paths, and the influence of the respondents’ country moderated for some relationship in this study. Our findings also shed further light on the understanding of the generational cohort theory across emerging countries, especially in the hospitality context.

A study of millennials' preferred work-related attributes and retention

PurposeThe purpose of this study is to examine the differences in preferred work-related attributes across generational cohorts. Specific focus is given to investigating whether millennials have different preferences than previous generations.Design/methodology/approachThis study uses cross-sectional survey data of 300 employees of a large firm in the southwest USA. Conjoint analysis is used to collect employee responses that are then subjected to analysis of variance (ANOVA).FindingsThe results of this study demonstrate that employees from different generations have significantly different preferences on four work-related attributes: job security, potential for advancement, work/life balance and company leadership.Research limitations/implicationsThis study extends the generational cohort theory by employing psychological contract theory to discover and explain significant differences in preferences for varying work-related attributes for different generations. Like much cross-sectional research, these findings have to be validated and generalized.Practical implicationsFirms can use the results of this study to help understand how different generations value different work-related attributes, thus helping improve employee satisfaction and retention.Originality/valueThe originality of this research lies in its very unique approach, conjoint analysis, to be one of the first studies to test empirically the preferences for work-related attributes across generational cohorts. It lays the foundation for future research to expand upon while also giving practicing managers a useful tool to understand the needs of their employees.

Tourism and the Individual

Tourism is a socially selective activity. While we may think that everybody has an opportunity to travel this is clearly not the case. Further, even among those who do travel, social, personal and demographic factors exert a significant effect on both propensity to and intensity of travel. This chapter examines a range of factors that influence tourism propensity and intensity among individuals. It begins with a definition of these terms and them explores barriers to participation, the traditional leisure paradox and how it affects tourism, and finally the role of generational cohort theory and tourism activity.