Influence of Advertisement on Gen Z&rsquo;s Brand Loyalty

Angel Mark  E. Lagamson,; Kirsten Kelsey Louie  A. Lim,

Influence of Advertisement on Gen Z’s Brand Loyalty

Angel Mark E. Lagamson | Kirsten Kelsey Louie A. Lim

Abstract:

Advertisements play a large role for both the marketers and the consumers-- an important element for economic growth. It serves as a powerful form of communication in the business scene. However, buying behaviors have changed and is continuously changing due to progressive times, along with the current COVID-19 pandemic. With this said, the researchers replicated a study and focused on Gen Z's consumer brand loyalty as to: (1) Customer Experience and Satisfaction, (2) Product Quality and Promotion, and (3) Product Brand and Promotional Activities. Data was gathered from 400 respondents residing in Quezon City, ages 18 to 24 using a localized questionnaire still from the anchor study Influence of Advertising on Consumer Brand Loyalty of Bakator, Boric, and Paunovic in 2017. The results showed a close relation to the mean (M=4.73-5.69 SD=1.15-1.52) of the 400 responses congruent to the model and outcome of the original study (M= 4.62-4.97, SD= 1.62-1.66). In addition, the analysis of the paper shows that advertising, as a variable influencing the brand loyalty, influences not only consumer behavior, but also customer service and satisfaction, product quality and promotion, and product brand and promotional activities. Lastly, it’s concluded that the demographic profile of the respondents is not significantly correlated with the domains of customer service and satisfaction, product quality and promotion, and product brand and promotional activities.

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