Do the demographic variables of Generation Y and English language enculturation influence perceptions of consumer-based brand equity?

Using a sample of postgraduate business students this study explores whether the demographic' characteristics of English language enculturation and Generation Y or Generation X membership, explain unique variation in students' perceptions of consumer-based brand: equity (Ioyalty, quality and value' for cost behaviours) even when their psychographic culturally anchored values have been controlled for. Results suggest that English language enculturation did not explain any additional variation in perceptions of consumer-based brand equity. However, Generation Y were found to be less likely to remain loyal to the university, see the course of study as good quality and value for money than Generation X postgraduate business students. When the four psychographic culturally-anchored value characteristics were controlled for in the first step of the hierarchical regression the AR2 showed significant additional explained variation in all three consumer-based brand equity dimensions when the demographic characteristics of English language enculturation and Generation Y were entered into the model. This paper concludes by outlining the implications of Generation Y for university leaders