Generation Y and Brand Love: Understanding the Effects of Individual Cultural Values and Religious Commitment

Given the lack of research into link between individual cultural values millennial generation mediated by religious commitment (RC) and brand love (BL), this intends to following: (a) identify (b) explain how these influence BL when RC. A quantitative methodology with structural equation modelling is used. Data were collected from members in Portugal survey questionnaire. The main findings data analysis showed that independence, power tradition are predominant Portuguese millennials. results independence value negatively influences intrapersonal interpersonal RC; positively only RC BL. study concludes some insights managers might use address consumer-brand communications. Guidelines for further presented.