Brand Loyalty within the Fashion Industry: A quantitative study on Generation Y and Generation Z consumers in Denmark
Authors
Apolozan, Andrei Alexandru ; Lauer, Annika Karola
Term
4. term
Publication year
2020
Submitted on
2020-06-02
Abstract
Denne afhandling undersøger, hvordan brandloyalitet opbygges blandt forbrugere i Generation Y og Generation Z i den danske modebranche, og om der er forskelle mellem generationerne. Med afsæt i en systematisk gennemgang af litteraturen om brandloyalitet, forbrugeradfærd og generationssegmentering udviklede forfatterne en konceptuel ramme og otte hypoteser. Disse blev testet via et kvantitativt, selvadministreret online spørgeskema besvaret af 288 studerende fra Aalborg Universitet (201 fra Generation Y og 87 fra Generation Z). Data blev analyseret i SPSS ved hjælp af ANOVA, lineær og multivariat regressionsanalyse samt Pearson-korrelationer. Modellen fokuserer på brand self-congruity, hedoniske værdier, brandelementer (oplevet kvalitet, pris og butiksoplevelse), engagement, tilfredshed og tillid som drivkræfter for loyalitet. Resultaterne viser statistisk meningsfulde sammenhænge mellem disse konstrukter og understøtter den overordnede model, men påviser ingen signifikante forskelle mellem generationerne på de vurderede mål; dog fremkommer enkelte nuancer i adfærden for hver kohorte. Studiet giver anvendelige indsigter til modebrands, der ønsker at styrke loyalitet blandt yngre danske forbrugere.
This thesis examines how brand loyalty is built among Generation Y and Generation Z consumers in Denmark’s fashion industry and whether the two cohorts differ. Drawing on a systematic review of prior research on brand loyalty, consumer behavior, and generational segmentation, the authors develop a conceptual framework and eight hypotheses. These are tested using a quantitative, self-administered online survey completed by 288 Aalborg University students (201 from Generation Y and 87 from Generation Z). Data were analyzed in SPSS using ANOVA, linear and multivariate regression, and Pearson correlations. The model focuses on brand self-congruity, hedonic values, brand elements (perceived quality, price, and store environment), engagement, satisfaction, and trust as drivers of loyalty. Results show statistically meaningful relationships among these constructs and support the overall model, but reveal no significant differences between the generations on the evaluated measures; nonetheless, cohort-specific nuances in behavior emerge. The study provides practical insights for fashion brands seeking to foster loyalty among young Danish consumers.
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