A Importância da Identificação dos Valores da Marca IKEA Portugal Para a Decisão de Compra dos Seus Consumidores Millennials

Nuno Goulart Brandão; Bárbara Côrte

doi:10.17231/comsoc.45(2024).5376

Authors

Nuno Goulart Brandão Centro de Estudos de Comunicação e Cultura, Faculdade de Ciências Humanas, Universidade Católica Portuguesa, Lisbon, Portugal https://orcid.org/0000-0002-2740-6161
Bárbara Côrte Faculdade de Ciências Humanas, Universidade Católica Portuguesa, Lisbon, Portugal https://orcid.org/0009-0007-5764-5300

DOI:

https://doi.org/10.17231/comsoc.45(2024).5376

Keywords:

generational culture, millennial generation, brand values, consumer behaviour, purchase decision

Abstract

This article delves into the considerable influence of generation Y, or millennials, on purchase behaviour and brand interactions. Their focus on creating a better world, combined with their status as digital natives, has spurred changes in e-commerce and corporate practices. This generation prioritises environmental and social concerns, compelling companies to adopt honesty and transparency in their products, processes, and values. Millennials are inclined to support brands that demonstrate social responsibility, sustainability, and ethical practices. Consequently, brand values have become pivotal, shaping consumer perceptions and behaviours. These values reflect the beliefs and principles a brand embodies, significantly impacting consumer perceptions and behaviours toward it. The study aims to investigate how IKEA’s brand values influence the purchase decisions of Portuguese millennial consumers. A questionnaire survey was conducted, employing a quantitative methodology, yielding 402 responses from IKEA consumers. The primary findings reveal that IKEA Portugal’s values notably influence the purchase decisions of millennial consumers, particularly those related to value for money, sustainability, social responsibility, and community support.

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Author Biographies

Nuno Goulart Brandão, Centro de Estudos de Comunicação e Cultura, Faculdade de Ciências Humanas, Universidade Católica Portuguesa, Lisbon, Portugal

Nuno Goulart Brandão has a PhD in Sociology of Communication from the University Institute of Lisbon (2005). He has been a university lecturer since 1992. Currently, he serves as an associate professor at the Faculty of Human Sciences of the Universidade Católica Portuguesa. He also coordinates the School of Postgraduate and Advanced Training, and he is a researcher at the Research Centre for Communication and Culture at the Faculty of Human Sciences, focusing on the line of research of Media Narratives and Cultural Memory. His primary research areas include strategic communication and television studies. Since 2016, he has represented the Faculty of Human Sciences of the Universidade Católica Portuguesa as a founding member of the Observatory of Internal Communication and Corporate Identity. He worked as a television professional at RTP for 20 years (1985–2004) and as the coordinator of the Fénix Project, aimed at restructuring the Public Service Radio and Television Operator in Portugal.

Bárbara Côrte, Faculdade de Ciências Humanas, Universidade Católica Portuguesa, Lisbon, Portugal

Bárbara Côrte has a master’s degree in Communication Sciences, with a specialisation in Communication, Marketing and Advertising, from the Faculty of Human Sciences of the Universidade Católica Portuguesa and a degree in Marketing and Advertising from the School of Communication and Media Studies from the Politécnico de Lisboa.

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