Mitsis, Ann and Foley, Patrick (2009) Perceptions of Consumer Based Brand Equity in a University Context: Does Generation Y matter? In: Proceedings of 'Marketing and Entrepreneurship', the Ankara University International Conference (AUMEC 2009), Antalya, Turkey, 06-09 April 2009. Kocak, A, Ambibola, T, Ozer, Abdullah and Watkins-Mathys, L, eds. Ankara University, Turkey, pp. 1077-1087.

Abstract

The specific question that this paper seeks to answer is: do the demographic characteristic of being Generation Y rather than Generation X, once their culturally-anchored value psychographic characteristics are controlled for, explain unique variation in their perceptions of consumer-based brand equity (loyalty, quality and value for cost behaviours)? This question has important implications specifically for university leaders and more generally to service-based industries. Results suggest that Generation Y is less likely to remain loyal to their university and less likely to see the course of study as good quality and value for money than Generation X postgraduate business students. When the four psychographic culturally-anchored value characteristics were controlled for in the first step of the hierarchical regression the R² showed significant additional explained variation in all three consumer-based brand equity dimensions when the generation segment variable was entered into the model. This paper concludes by outlining the implications of Generation Y for university leaders specifically and for service-based industries generally.

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