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Do generational membership and psychographic characteristics influence positive word of mouth in a university context?

Mitsis, Ann and Foley, Patrick (2012) Do generational membership and psychographic characteristics influence positive word of mouth in a university context? Asian Academy of Management Journal, 17 (1). pp. 1-12. ISSN 1394-2603

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Abstract

The specific question that this paper seeks to answer is: do psychographic culturally-anchored values act as antecedents to positive word of mouth intention independently of an individual's generational (Generation Y rather than Generation X) membership? This question has important implications for service-based industries like universities. Results suggest that positive word of mouth intention is influenced by psychographic characteristics. Generation Y's positive word of mouth antecedents were: high collectivism, high uncertainty avoidance, and high power distance. Generation X's had only one antecedent, high collectivism. This paper concludes by outlining the areas for future research of Generation Y and the implication of this research for university leaders tasked with enhancing positive word of mouth in current students and alumni.

Item Type: Article
Uncontrolled Keywords: ResPubID25725, generation Y, generation X, culturally-anchored values, positive word of mouth, higher education service provision
Subjects: FOR Classification > 1505 Marketing
FOR Classification > 2002 Cultural Studies
Faculty/School/Research Centre/Department > College of Business
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Depositing User: Yimin Zeng
Date Deposited: 03 Mar 2014 06:23
Last Modified: 17 Sep 2014 00:19
URI: http://vuir.vu.edu.au/id/eprint/23241
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