Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Devesh, Sonal; Mudumbe, Naksha; Mathan, Sumitra; Shukla, Palak; Gupta, Dia; Gholve, Siddhi Title A name given to the resource Brand Loyalty Drivers among Generation Z Fashion Consumers: A Comparative Analysis Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Journal of Computers, Mechanical and Management;Volume;5;Issue;1;Article No.;25245;pp.10-19 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.57159/jcmm.5.1.25245" target="_blank" rel="noreferrer noopener">https://doi.org/10.57159/jcmm.5.1.25245</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105031640513?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105031640513?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource BranLoyalty; Consumer Behaviour; Fashion Brands; Fashion Consumption; Gender Differences; Generation Z Publisher An entity responsible for making the resource available AAN Publishing Relation A related resource ISSN: 3009075X; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Hybrid Gold Open Access Format The file format, physical medium, or dimensions of the resource online