Purpose

Societal changes and technological development have brought about drastic lifestyle change in the past decades. This drastic change is evident when comparing the lifestyle and general characteristics of generations who have been born immersed in this technological context to those of other generations. The objective of this paper is to analyze brand image (BI) as determinant of brand attitude (AB), and the moderating effect of brand equity (BE), in the use of online information among millennial shoppers from Colombia. In general, the purpose of this paper is to contribute to existing literature related to the importance of generational membership in classifying individuals regarding brand perception (BI, AB and BE) and association with the use of shopping channels between different generations.

Design/methodology/approach

A hierarchical regression model is estimated with a sample of university students in Colombia who are considered potential coffee consumers, and who were classified as millennials based on their age.

Findings

The results support that BE effect has a greater impact on AB when consumers have a good BI. Millennials also use more online communication sources to create brand perceptions.

Originality/value

Nevertheless, few studies have concurrently analyzed the characteristics of brand building and types of sources of information (online vs offline). This paper attempts to analyze the behavior of millennial consumers and the use of information channels online vs offline to manage brand and analyze BI, AB and BE.

中文翻译：

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消费模式的识别：千禧一代的实证研究

目的

在过去的几十年里，社会变革和技术发展带来了生活方式的急剧变化。当将沉浸在这种技术环境中的几代人的生活方式和一般特征与其他几代人的生活方式和一般特征进行比较时，这种剧烈的变化是显而易见的。本文的目的是分析品牌形象 (BI) 作为品牌态度 (AB) 的决定因素，以及品牌资产 (BE) 在哥伦比亚千禧一代购物者在线信息使用中的调节作用。总的来说，本文的目的是为现有文献做出贡献，这些文献涉及代际成员在对个人品牌认知（BI、AB 和 BE）以及不同代之间购物渠道使用的关联进行分类时的重要性。

设计/方法/方法

使用哥伦比亚的大学生样本估计了一个分层回归模型，这些大学生被认为是潜在的咖啡消费者，并且根据年龄被归类为千禧一代。

发现

结果支持当消费者拥有良好的 BI 时，BE 效应对 AB 的影响更大。千禧一代还使用更多的在线交流资源来建立品牌认知。

原创性/价值

然而，很少有研究同时分析品牌建设的特征和信息来源的类型（在线与离线）。本文试图分析千禧一代消费者的行为以及使用线上与线下的信息渠道来管理品牌并分析 BI、AB 和 BE。