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Brand loyalty in new generations: Investigating the impact of brand image, perceived quality, and customer experience on brand loyalty among Generation Z consumers
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Autores
Resumo(s)
Over the past few decades, brand loyalty has aroused significant interest, drawing the
attention of both scholars and practitioners. This research explores the factors contributing to brand
loyalty among Generation Z consumers: brand image, perceived quality, and customer experience. A
quantitative analysis was conducted through a questionnaire administered to Generation Z consumers
to assess their perceptions of brand image, quality, and customer experience in the cosmetics industry
and how these factors influence their loyalty. The model was estimated using partial least squares
(PLS), considering 220 valid responses. Findings suggest that consumers with high perceptions of
quality and customer experience may show greater brand loyalty in the skincare market. This study
contributes to the existing literature by addressing research gaps and providing insights into brand
loyalty and the factors that influence it, especially in the context of Generation Z. The research not
only contributes to the theory of brand loyalty but also provides recommendations for marketers to
improve practices in the competitive skincare market, highlighting critical areas for strategies to
strengthen loyalty in this demographic.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Brand loyalty Generation Z Brand image Perceived quality Customer experience