Revealing differences in brand loyalty and brand engagement of single or no parented young adults

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Revealing differences in brand loyalty and brand engagement of single or no parented young adults
Authors:
Morkūnas, Mangirdas
In the Journal:
IIM Kozhikode Society & Management Review. 2023, vol. 12, no. 1, p. 102-111
Subject Category:
LT
Vartotojai / Consumers; Prekės ir paslaugos / Goods and services; Jaunimas / Youth.
Summary / Abstract:

ENThe present study reveals differences in brand engagement, brand loyalty and brand evangelism among single or no parented young adults. It was found that persons who were raised without one or both parents for at least three years show higher emotional connectivity to brands compared to their counterparts from a control group. A widely recognized structural equation modelling technique—partial least squares method—has been applied in order to test the research hypotheses. Two Baltic States, namely, Lithuania and Latvia, served as an empirical basis of the study. The results of the research are relevant not only to business related disciplines, such as marketing and management, but also to other social sciences fields presuming the existence of more psychology-related differences among single or no parented persons. Keywords: Brand engagement; brand loyalty, brand evangelism; single-parented, young adolescents. [From the publication]

DOI:
10.1177/22779752221108797
ISSN:
2277-9752; 2321-029X
Subject:
Vadyba / Management
Related Publications:
What really drives loyalty in the fast-moving consumer goods market? / Mangirdas Morkūnas, Marija Kotryna Grišmanauskaitė. IIM Kozhikode Society & Management Review. 2023, vol. 12, no. 2, p. 197-212.
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https://www.lituanistika.lt/content/107359
Updated:
2024-04-18 20:42:14
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