This thesis takes its origin from Millennials’ distinct behavioural characteristics and the growing attention to this generation in contemporary marketing research. Therefore, the aim of the thesis is to address key drivers affecting the Millennials’ ultimate brand loyalty relationships through a thorough, explorative, empirical study of the self-congruence concept’s, potentially significant, mediating role.This thesis uncovers the dominating role of self-congruence in Millennials’ ultimate brand loyalty relationships, as it appears to bias, if not surpass, functional congruence perceived with the brand. Further, it is disclosed that the brand in question fulfils the Millennials’ selfdefinitional needs, and thus helps to express and sustain certain conceptions of themselves, contributing to the creation, and recreation, of their self-identity. Moreover, our findings prove that the majority of the congruent brand personality attributes are perceived to be of high importance for Millennials, which further suggests the reconciliation process’ substantial influence on the Millennials’ decision-making process. The thesis further uncovers that the presence of affective commitment transcends the influence of continuance commitment on the Millennials’ attachments to the brand. This suggests that the attachment is based on a strong emotional and relational bond, thus additionally supporting the impact of self-congruence on the brand relationship Furthermore, this thesis contributes to the contemporary marketing literature, as it is suggested, based on our findings, that Societal Marketing appears to hold great resonance with Millennials, and thus can be perceived as an appropriate tactic to facilitate the reconciliation process and potentially the development of self-congruence. However, for the resonance to flourish and strongly impact the brand relationship, several considerations must be taken into account, which have been found to obstruct the interpretation of Societal Marketing campaigns. These barriers revolve around trust, brand image, choice of campaign, and the impact of cultural and local differences.
|Educations||MSc in International Marketing and Management, (Graduate Programme) Final Thesis|
|Number of pages||172|