‘How Rock Music Influences Brand Preferences of Young Rock enthusiast s i n the Contemporary Era’

Abstract

Music plays a critical role in our daily lives, and it can be a great way to express ourselves or to initiate a conversation. Previous research has shown that our music preferences are connected to some aspects of our personality, which can influence the formation of our social identity, lifestyle, and consumption culture. Rock music is one famous example of the influence of a music genre on society and consumer culture. As consumers’ brand preferences and consumption culture are closely connected to each other, the purpose of this study is to analyze how rock music influences the brand preferences of young rock enthusiasts in the contemporary era. Thus, five common attributes of young rock enthusiasts were identified through semi-structured interviews with 15 participants from Millennials and Generation Z. These attributes which are a manifestation of young rock enthusiasts adopting norms and values in the rock community are “Rock-inspired,” “Free,” “Authentic,” “Humble,” and “Environment-friendly,” which shape the young rock enthusiasts brand preferences.