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- Publisher
- Emerald Publishing
- Copyright
- Copyright © Emerald Group Publishing Limited
- ISSN
- 1558-7894
- DOI
- 10.1108/jabs.2010.4.2.57
- Publisher site
- See Article on Publisher Site
Abstract
Japanese materialistic behavior and consumption trends are examined by comparing agecohort differences between the Japanese new breed and second babyboomer agecohorts. Price perception, brand loyalty, and shoppinginformation sources of the two agecohorts are also assessed. Results suggest that the Japanese new breed is more materialistic, sensitive to prestige, brand loyal, and likely to use media as their shopping information source as compared to second babyboomer. On the other hand, second babyboomers are less materialistic, value conscious, less brand loyal, and more likely to rely on wordofmouth communication as their information sources as compared to the Japanese new breeds.
Journal
Journal of Asia Business Studies – Emerald Publishing
Published: May 21, 2010