Dr. Vicky O’Rourke (Ed.D.) is a Lecturer in Marketing in the School of Business at Letterkenny Institute of Technology, Co. Donegal, Ireland. Her research focuses on areas including marketing innovations, marketing ethics, and advertising literacy. She is interested in the development of consumerism in children and the role of education in this development.
Phone: 00353 74 918 6270
Address: School of Business
Port Road
Letterkenny
Co. Donegal
Ireland
Phone: 00353 74 918 6270
Address: School of Business
Port Road
Letterkenny
Co. Donegal
Ireland
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Papers by Vicky O'Rourke
Design/methodology/approach: This research reviews the emerging literature, providing an overview of the current knowledge of the consumer behaviour of Gen Z. This research synthesises the literature into themes, reflected in the developing consumer culture of this unique cohort
Findings: The literature reveals five macro trends impacting brand affinity amongst Gen Z who are global citizens, digital accelerators, future proof, climatarian consumers, and equality activist. These macro trends values are shaping their consumer culture and developing brand relationships. Strategies to build affinity with Gen Z are presented in the findings.
Research limitations: This research enquiry furthers academic research by exploring the values driving brand affinity within Gen Z. Further empirical research is required to measure the impact of these affinity drivers on brand relationships in the long term. Areas for empirical research are presented within the findings.
Originality: Academic research focused on this cohort is emerging, and there is a paucity of literature exploring the developing values of Gen Z and their impact on brand affinity.
Design/methodology/approach: This research reviews the emerging literature, providing an overview of the current knowledge of the consumer behaviour of Gen Z. This research synthesises the literature into themes, reflected in the developing consumer culture of this unique cohort
Findings: The literature reveals five macro trends impacting brand affinity amongst Gen Z who are global citizens, digital accelerators, future proof, climatarian consumers, and equality activist. These macro trends values are shaping their consumer culture and developing brand relationships. Strategies to build affinity with Gen Z are presented in the findings.
Research limitations: This research enquiry furthers academic research by exploring the values driving brand affinity within Gen Z. Further empirical research is required to measure the impact of these affinity drivers on brand relationships in the long term. Areas for empirical research are presented within the findings.
Originality: Academic research focused on this cohort is emerging, and there is a paucity of literature exploring the developing values of Gen Z and their impact on brand affinity.