THE IMPACT OF GENERATION X, Y, Z, AND DEMOGRAPHICS TRAITS IN THE RELATIONSHIP BETWEEN BRAND COMPONENTS OF CONSPICUOUS CONSUMPTION AND THIRD-PARTY ENDORSEMENT

Abstract

The identification of the buying habits of the X, Y and Z generations is a topic that is still being studied and understood by companies and marketing professionals. In developing countries, conspicuous consumption varies according to the different motivations that drive the purchasing behaviour of consumers. Therefore, the aim of this study is to reveal the relationship among the demographic traits of generation X, Y and Z, the brand component and third-party endorsement in conspicuous consumption towards branded perfume products. A structural model was constructed to identify the put-forward effects and hypothesis tests were developed to measure the relationships. The research was conducted among consumers of generation X, Y, and Z in Turkey who use branded perfume products and follow at least one social media influencer. The convenience sampling method was used and benefited from the SPSS for the descriptive analysis and the Smart PLS 4.0 program for the first-order Structural Equation Modeling and mediating affect analysis of the proposed research model. The results of the research found that third-party endorsement has positively and significantly impacts conspicuous consumption and brand components. The brand components have a positive and significant effect on conspicuous consumption. Although third-party endorsement had a significant impact on demographic traits of Generation X, Y, and Z conspicuous consumption; brand components had no significant effect on Generation X, and Z conspicuous consumption. Brand components have a mediating effect on Generation Y's conspicuous consumption and demographic traits of Generation Z.