Product innovation and brand predicting preferences and mediating role of brand personality by generation y in communication industry

Abstract

In today's fiercely competitive world, it is very important for the marketers to discover and figure out the aspects that are essential to deal with the competitors, changing customer tastes and preferences. For marketers, generation Y is one of the most appealing and attractive market, as they believe to earn a huge return on their investments by targeting this age group. Generation Y, nowadays, are considered to have more power in their key family decisions and purchases. This study examines the relationship between product innovation, brand personality and brand preferences by generation Y in the context of telecommunications service brands in Malaysia. The results of this study highlighted that product innovation is significantly related to brand personality. Due to changing customer behavior and markets globalization, companies need to invest in product innovation and their brand personality and reputation in order to make customers remain dedicated to the brand.