ItemArticle

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

Title
Brand Loyalty Drivers among Generation Z Fashion Consumers: A Comparative Analysis
Creator
Devesh, Sonal; Mudumbe, Naksha; Mathan, Sumitra; Shukla, Palak; Gupta, Dia; Gholve, Siddhi
Description
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. 2026 Journal of Computers, Mechanical and Management.
Source
Journal of Computers, Mechanical and Management;Volume;5;Issue;1;Article No.;25245;pp.10-19
Date
01-01-2026
Publisher
AAN Publishing
Subject
BranLoyalty; Consumer Behaviour; Fashion Brands; Fashion Consumption; Gender Differences; Generation Z
Coverage
Devesh S., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India; Mudumbe N., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India; Mathan S., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India; Shukla P., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India; Gupta D., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India; Gholve S., School of Business and Management, Christ University, Yeshwanthpur Campus, Karnataka, Bangalore, 560073, India
Rights
All Open Access; Hybrid Gold Open Access
Relation
ISSN: 3009075X;
Format
online
Language
English
Type
Article

Citation

Devesh, Sonal; Mudumbe, Naksha; Mathan, Sumitra; Shukla, Palak; Gupta, Dia; Gholve, Siddhi, “Brand Loyalty Drivers among Generation Z Fashion Consumers: A Comparative Analysis,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23710.

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