Brand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia. Issue 1 (31st March 2020)

• Record Type: Journal Article
• Authors: Ismail, Ahmed Rageh; Nguyen, Bang; Chen, Junsong; Melewar, T.C.; Mohamad, Bahtiar
• Is Part Of: Young consumers. Volume 22:Issue 1(2021)
• Page Start: 112
• Page End: 130
• Publication Date: 2020-03-31
• Subjects: Market segmentation -- Brand loyalty -- Generation Z consumers -- Brand engagement in self-concept -- Value consciousness; Child consumers -- Periodicals; Advertising and children -- Periodicals; Television advertising and children -- Periodicals; 659.1042083
• DOI: 10.1108/YC-07-2019-1017
• Languages: English
• ISSNs: 1747-3616

Abstract

Abstract : Purpose: This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach: A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings: The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value: The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.