Brand referral behaviour among millenials' consumers: the case of cosmetic brands

• Main Authors: Shaari, Hasnizam, Mohd Rejab, Nur Hasaniyati
• Format: Article
• Language: English
• Published: 2019
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/26816/1/IJMTBR%202%209%202019%201%2011.pdf; http://repo.uum.edu.my/26816/; http://www.ijmtbr.com/archived.asm
• Institution: Universiti Utara Malaysia

Millennials or Y generation are brand-conscious and recognised as an influential group in inducing others' purchase decision process. Millennials through their brand referral behaviour could be an effective mechanism for marketers in promoting their products and services in today’s digital era. Despite the importance of brand referral behaviour as a part of consumer’s post-purchase behaviour, little is known on how and what influence Millennials to engage in brand referral behaviour. Past studies in the context of customer-based brand equity systematically focus on brand loyalty, repeat purchase, commitment and engagement. Little is known on how consumers especially Millennials engage in brand referral behaviour in the context of cosmetics brands. This study employed a quantitative approach. A total of 335 students based on random sampling from one of management-based university in Malaysia revealed that brand knowledge significantly affect brand referral behaviour. Surprisingly, the present study indicates that brand personality and brand experience statistically not significant in explaining brand referral behaviour among Millennials’ consumer towards cosmetics brands. Implication and recommendation of the study is addressed at the end of the article.