Emotional Brand Experience And Brand Prestige Effect Of Symbolic Consumption Toward A Global Brand And Local Brand In Thai Generation Y Consumers

Symbolic consumption can be defined as the kind of consumption which involves products that can clearly indicate social status.When a particular product or brand is purchased,this can signify the status of the customer,as well as indicating other key factors such as political leaning,position within the life cycle,general status,or occupational status.The consumer is often motivated to buy the product because of the brand connotation rather than the functionality of the item.The goods can thus convey the message regarding the desired or actual social status of the owner.The nature of these goods,however,leads to challenges in evaluating how they can influence the behavior of consumers.Therefore,researchers have begun to examine in ore specific detail exactly how symbolic consumptions is influenced by external factors,and how consumers will behave when considering symbolic products.This research study examines the behavior of consumers from Generation Y when purchasing conspicuous products for the purpose of symbolic consumption.The study will investigate the ways in which the idea of symbolic consumption can influence the consumer behavior of Generation Y shoppers through a careful examination of the literature.In order to ensure that the study will cover all the necessary aspects in full,three main points will be the focus.First,the definition and measurement for symbolic consumption.Symbolic consumption depends on the situation.Exploring symbolic consumption meaning from the consumer is essential.So,this study developed a scale of symbolic consumption on brand attitude and behavioral model.The study conducted several analytical and statistical procedures to confirm that the data collected using these measurements and scales were valid.The results show that dimensions of symbolic consumption related to brand attitude and purchase intentions positively.Second,this empirical study tests the relationships between emotional experience,brand prestige,symbolic consumption and brand loyalty in Generation Y consumers.The results show that the emotional experience as an antecedent of symbolic consumption reveals the positive effect on symbolic consumption and brand loyalty.On the contrary,brand prestige as an antecedent of symbolic consumption reveals the negative effect on symbolic consumption and brand loyalty.Third,this research examined the effect of a global brand versus local brand for Generation Y consumers and test the moderating effect of income source on the integrated model.The results also show that the dimensions of symbolic consumption significantly predict brand loyalty for a global brand but no significant for a local brand.Moreover,emotional experience plays a critical role in forming Generation Y consumers' symbolic consumption toward a brand,whether it is a global brand or a local brand,non-income or own income.The innovation points of this dissertation are:(1)this dissertation defines the conception and dimensions of symbolic consumption in a conspicuous product.(2)The dissertation builds and tests the relationships between emotional experience,brand prestige,symbolic consumption and brand loyalty.The model provides a broader perspective of consumer behavior for a global brand versus local brand.Besides,the dissertation test the effect of income soiurce.It proves that income source has a moderating effect on the relationships between emotional experience,symbolic consumption,and brand loyalty.(3)The research reveals the dynamic role of symbolic consumption across different contextual situations.As a result,the study enhances the knowledge of the symbolic consumption in both theoretical and empirical perspectives.