A COMPARATIVE STUDY OF BRAND LOYALTY FACTORS BETWEEN GENERATION Z AND MILLENNIAL CONSUMERS
Keywords:
Brand Loyalty, Generation Z, Millennials, Consumer Behavior, Brand Trust, Social Media Engagement, Customer Experience, Emotional Attachment,,Abstract
In today’s competitive consumer marketplace, loyalty to a brand has become one of the most
vital ingredients for long-term success. Consumer behavior toward brands has changed with
the arrival of Generation Z, coupled with the Millennials' continuing purchasing power. This
leaves marketers to find out which factors give rise to consumer brand loyalty, as both
generations exhibit different traits, and the need to understand where loyalty is developed and
sustained among brands has grown rapidly.
The paper analyzes and compares the determinants of brand loyalty of Generation Z and
Millennials. This research used a quantitative research methodology whereby a structured
questionnaire was used to collect data from 400 respondents made up of 200 Generation Z and
200 Millennials. Data were analyzed using descriptive analysis, reliability analysis, correlation
analysis, and multiple regression analysis. They found that both generations' trust and loyalty
to brands are related and strong, but Gen Z can be very easily influenced by engagement on
social media and online experiences, whilst Millennials focus on perceived brand quality.
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