Examining the Role Brand Fit Plays in Generation Y’s Propensity to Purchase

Many branding consumer-based models focus on analysing the influencing effects of the brand; however, not in relation to Generation Y. Given the size and influence of Generation Y, and that a number of brands (i.e. Red Bull) focus specifically on capturing Generation Y, increasingly their relevance to branding practitioners and branding academics is being realised. This study examines the relevance of Red Bull to Generation Y by examining the role brand fit plays in Generation Y’s propensity to purchase Red Bull. Extending the branding literature in relation to Generation Y, brand fit and brand-aroused feelings, the results provide new insights as brand fit more strongly influences purchase intentions indirectly through brand significance, than directly or indirectly through brand-aroused feelings. Introduction and Purpose Relevant to brands is the sheer size and economic influence of Generation Y, which is a reason why a number of brands (such as Red Bull) have targeted them (Mininni, 2005; Morton, 2002; Vahie and Paswan, 2006). Generation Y accounts for 28% of the Australian population (McCrindle, 2007), and unlike previous generations, Generation Y from birth have been exposed to brands (Martin and Turley, 2004), as they were born between 1980 and 1994 (Wolburg and Pokrywczynski, 2001). Much of the literature in relation to brands has focused on understanding Baby Boomers and to some extent Generation X, the extant literature on Generation Y is limited (Vahie and Paswan, 2006; Wolburg and Pokrywczynski, 2001). Given the economic influence of Generation Y, a number of brands would like research into Generation Y brand consumption, to understand the drivers for brand purchases (Cortes, 2004; Mininni, 2005; Stone, Stanton, Kirkham and Pyne 2001; Vahie and Paswan 2006). Relevant to Generation Y, argues Sheahan (2005; 2006: an Australian Generation Y expert), is constructing a sense of identity, more so than other generations (i.e. Baby Boomers and Generation X). This is because Generation Y has less parental control, and are less involved in religion and other formal moral frameworks, and are told from day-one that they can do anything, and therefore a more self-actualised than previous generational cohorts (Breen Burns, 2006). Brand-image-fit is therefore relevant and important to Generation Y, because consumers can use brands to express and construct their self-identity (Sheahan, 2006). At the heart of this self-identity construction is fit, that is fit of the brand-image to the consumer’s self-image; ostensibly the greater the fit between a consumer’s self-image and the brand the more likely that the consumer will have positive brand assessments and a propensity to purchase the brand (Sirgy, “et al.”, 1997). Brand fit refers to a consumer’s psychological assessment of the compatibility or match between the brand and the self (Sirgy et al., 1997). Previous studies have evaluated fit on the basis of the attributes that consumers have thought a brand to have (Aaker and Keller, 1990; Boush and Loken, 1991), the expected benefits believed to be derived from using a brand (Martin and Stewart, 2001), imagery created by other brand-users (Jamal and Goode 2001; O’Cass and Frost, 2002; Sirgy et al., 1997),