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.

中文翻译：

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自我概念中的品牌参与（BESC）、价值意识和品牌忠诚度：对马来西亚 Z 世代消费者的研究

目的

本研究旨在检验 Z 世代消费者的品牌参与自我概念 (BESC)、价值意识 (VC) 与品牌忠诚度之间的关系。此外，该研究旨在基于 BESC 和 VC 对 Z 代消费者进行细分，并检查细分之间的差异。

设计/方法/方法

为马来西亚 346 名本科生样本开发并管理了一份自我管理的问卷。使用偏最小二乘结构方程模型测试假设的结构模型。该研究还使用聚类分析来细分 Z 代消费者。

发现

结果表明，在 Z 世代消费者中，BESC 和 VC 对品牌忠诚度都有积极影响。此外，中介分析确定 BESC 在 VC 和品牌忠诚度之间的关系中起着中介作用。该研究还确定了四个消费者群体——专注群体、专注群体、前瞻性群体和切换者群体。此外，营销人员和经理可以在营销策略制定中使用根据 BESC 进行的消费者分类。

原创性/价值

该研究在开发和测试将 BESC 与 VC 和品牌忠诚度联系起来的新模型方面具有独创性和价值。此外，很少有人研究基于 BESC 和 VC 的市场细分。甚至更少，在 Z 世代消费者中进行了研究，这项研究填补了这一重要空白。