Brand Loyalty Drivers among Generation Z Fashion Consumers: A Comparative Analysis

Sonal Devesh; Naksha Mudumbe; Sumitra Mathan; Palak Shukla; Dia Gupta; Siddhi Gholve

doi:10.57159/jcmm.5.1.25245

Authors

Sonal Devesh School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0000-0002-2318-8670
Naksha Mudumbe School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0009-0001-3487-1141
Sumitra Mathan School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0009-0006-8754-9021
Palak Shukla School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0009-0001-2674-8522
Dia Gupta School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0009-0002-9680-0071
Siddhi Gholve School of Business and Management, Christ University, Yeshwanthpur Campus, Bangalore, Karnataka, India 560073 https://orcid.org/0009-0009-5033-8564

DOI:

https://doi.org/10.57159/jcmm.5.1.25245

Keywords:

Generation Z, Fashion Brands, Consumer Behaviour, Fashion Consumption, Gender Difference, Brand Loyalty

Abstract

Brand loyalty is crucial in the competitive fashion market, particularly among Generation Z. Although previous studies have investigated what drives loyalty, there is still limited evidence from India, particularly about gender differences. This study adopts a context-specific and exploratory approach to examine brand loyalty and its drivers among Generation Z fashion consumers in Bangalore. The study adopts a quantitative research design with a structured questionnaire using a 5-point Likert scale. A sample of 100 Generation Z students in Bangalore was selected using convenience sampling to collect the data. Further descriptive and inferential statistical analyses were conducted using SPSS. The findings show positive associations among brand loyalty, brand awareness, perceived quality, emotional connection, and social influence. Independent-samples t-tests reveal no significant difference in overall brand loyalty between male and female respondents. However, regression analyses indicate that perceived quality and brand awareness are relatively stronger predictors of brand loyalty among male respondents. In contrast, emotional connection is a stronger predictor among female respondents. These findings suggest differences in motivational pathways rather than loyalty intensity. The study suggests that while overall brand loyalty levels are similar across genders, the motivational drivers underlying loyalty differ. These findings are context-specific and exploratory, and their generalizability is limited by convenience sampling and a restricted geographic scope.

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