An investigation of determinants affecting brand loyalty among generation Z consumers: a case study of local fashion brands

Abstract

The study aims to investigate the determinants of Brand Loyalty among Generation Z consumers in the context of Local Fashion Brands. A descriptive quantitative design was followed, and data were collected from respondents using a self-administered questionnaire. A sample of 170 Gen Z consumers who had experienced shopping at Local Fashion Brands was surveyed. The Smart PLS technique was used to validate the hypotheses. The results indicated an array of positive significant relationships between Social media marketing, Product Design, Affective Response, Cognitive Response, and Brand Loyalty. Additionally, it is recognized that Brand satisfaction has no moderating impact on the relationship between Cognitive Response and Brand Loyalty. Understanding the determinants of Brand Loyalty is important for Local Fashion Brands to adopt more effective marketing strategies on Social media as well as introduce apparel clothes’ designs to strengthen Brand Loyalty, and in turn, contribute to the sustainable development of Local Fashion Brands.