Title: Childhood memories affecting brand loyalty and consumption behaviour among adult consumers

Authors: Rajagopal

Addresses: EGADE Business School, Tecnologico de Monterrey, Santa Fe, Carlos Lazo, 100, 01389 Mexico City, Mexico

Abstract: This study aims at measuring the brand attachment, brand involvement, brand loyalty, and consumer engagement in manifesting anthropomorphic consumption behaviour through the retrieval of childhood memories. Data were collected from both men and women between the age group of 21-45 on 12 variables closely related towards influencing the childhood memories on adult consumption behaviour encompassing overall customer satisfaction, extent of perceived use value, brand arousal leveraging me too feeling, and marketing strategies. The study reveals that the retrieval of childhood memories has significant impact on strengthening brand loyalty and developing consumption behaviour among adult consumers. Commonly, the consumption behaviour is influenced by the childhood memories to regain love for brands and happiness. The narratives of childhood memories over time influences adult consumers to rebuild association with the antique brands.

Keywords: childhood memories; narratives; consumption behaviour; adult consumers; emotions; childhood experience; brand loyalty.

DOI: 10.1504/IJBIR.2020.110975

International Journal of Business Innovation and Research, 2020 Vol.23 No.3, pp.400 - 420

Received: 23 Apr 2019
Accepted: 31 May 2019

Published online: 08 Oct 2020 *

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