...Dilan Tharindu Rathnayake Purpose As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of Generation Y smartphone users. Furthermore, this study examines...

...Sheetal Jain Purpose Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study...

...Wanrudee Tangsupwattana; Xiaobing Liu Purpose The purpose of this paper is to investigate the relationship between emotional experience and symbolic consumption on brand loyalty. The authors also examine the differences in Generation Y consumer behavior through the comparison of Generation Y...

...Apostolos Giovanis; Pinelopi Athanasopoulou Purpose In emerging devices (smartphones, tablets, and notebooks) markets, increasing brand loyalty is critical for suppliers. Generation Y (Gen Y) is the first global target group and the best customer segment for emerging devices. The purpose...