Millennials' brand legitimacy judgements amid a global crisis : a deeply rooted affair

dc.contributor.authorNkuna, Khanyisa
dc.contributor.authorErasmus, Alet C. (Aletta Catharina)
dc.contributor.authorOlivier, Johan
dc.date.accessioned2025-03-28T10:10:08Z
dc.date.available2025-03-28T10:10:08Z
dc.date.issued2024-07
dc.descriptionDATA AVAILABILITY STATEMENT : The data that support the findings of this study are available from the corresponding author upon reasonable request.en_US
dc.descriptionThis research formed part of the DBA study of K Nkuna "Brand attributes and personal values that shape millennials’ legitimacy judgements of clothing brands amid a global crisis"that was successfully completed in 2023. URI: http://hdl.handle.net/2263/92619en_US
dc.description.abstractMany established clothing brands did not survive the global COVID-19 pandemic, while some unexpectedly departed from countries such as South Africa which is a gateway for clothing imports in Africa. This raised questions about consumers' legitimacy perceptions of clothing brands, hence brands' worthiness of support during trying times. This study subsequently investigated Millennials' beliefs about clothing brands' appropriateness (pragmatic legitimacy); ethical worthiness, and potential to support self-worth (cognitive legitimacy), arguing that this cohort, based on considerable market size and particular interest in clothing, significantly influences brands' survival in the marketplace. Uniquely integrating the Classical Delphi Technique, a focus group discussion and Means-End-Chain (MEC) analysis in a 3-phase mixed method endeavour (involving N = 53; N = 10 and N = 350 participants respectively), the study identified Millennials' preferred clothing brand attributes and the related consequences associated with brands worthy of support. Using MEC's series of hierarchical value maps, findings were translated in terms of the underlying predominant values that direct Millennials' brand choices. ‘Hedonism’ and ‘security’ subsequently emerged as the predominant personal values—per Schwartz's (1994) value continuum—that drive Millennials' brand legitimacy inferences, suggesting pertinent approaches in retail to satisfy consumers' needs. Recommendations for future research include a differentiation of gender differences, and other demographic segments to facilitate market segmentation, and a follow-up quantitative study. Implications for retail and business strategy are presented.en_US
dc.description.departmentGordon Institute of Business Science (GIBS)en_US
dc.description.librarianam2024en_US
dc.description.sdgNoneen_US
dc.description.urihttp://wileyonlinelibrary.com/journal/cben_US
dc.identifier.citationNkuna, K. B., Erasmus, A. C., & Olivier, J. (2024). Millennials' brand legitimacy judgements amid a global crisis: A deeply rooted affair. Journal of Consumer Behaviour, 23(4), 1701–1719. https://DOI.org/10.1002/cb.2297.en_US
dc.identifier.issn1472-0817 (print)
dc.identifier.issn1479-1838 (online)
dc.identifier.other10.1002/cb.2297
dc.identifier.urihttp://hdl.handle.net/2263/101789
dc.language.isoenen_US
dc.publisherWileyen_US
dc.rights© 2023 The Authors. This is an open access article under the terms of the Creative Commons Attribution License.en_US
dc.subjectPandemicen_US
dc.subjectClothing importsen_US
dc.subjectCOVID-19 pandemicen_US
dc.subjectCoronavirus disease 2019 (COVID-19)en_US
dc.subjectSouth Africa (SA)en_US
dc.titleMillennials' brand legitimacy judgements amid a global crisis : a deeply rooted affairen_US
dc.typeArticleen_US

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