Examining the Influence of Social Identity on Brand Loyalty among Generation Z Consumers in the Luxury Goods Market
Keywords:
Social Identity, Brand Loyalty, Generation Z, Luxury Goods, Luxury Brands, Consumer Behaviour, Social Identity Theory.Abstract
The luxury goods market has undergone significant changes with the emergence of Generation Z as an increasingly influential consumer segment. Unlike traditional approaches to luxury consumption that primarily emphasize prestige, exclusivity and status, contemporary luxury consumption increasingly incorporates identity, social belonging, digital interaction and symbolic value. Against this background, the present study examines the influence of social identity on brand loyalty among Generation Z consumers in the luxury goods market. The study is theoretically grounded in Social Identity Theory, which proposes that individuals derive part of their self-concept from their membership in relevant social groups. In the context of luxury consumption, brands may function as symbolic resources through which consumers express their desired identity, communicate social affiliation and establish connections with particular consumer communities. Previous research indicates that Generation Z maintains distinctive relationships with luxury brands and that brand attachment and trust are associated with luxury brand loyalty. Existing research indicates that Generation Z develops meaningful relationships with luxury brands, although these relationships may be characterized more by positive attitudes and behavioural loyalty than by intense emotional attachment. Research on Indian Gen Z has also identified brand attachment and brand trust as important contributors to luxury brand loyalty. However, the specific role of social identity as a direct driver of luxury brand loyalty among Gen Z requires further examination. The proposed study will adopt a quantitative research design using a structured questionnaire administered to Generation Z consumers who have experience purchasing or engaging with luxury brands. The study is expected to contribute to the literature by clarifying how social identity influences consumers' attachment to and loyalty toward luxury brands and trust.
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