Brand Love in Gen Z Perspective: A Scoping Review
DOI:
https://doi.org/10.55927/eajmr.v4i12.509Keywords:
Brand Love, Gen Z, Prisma, Scoping ReviewAbstract
This study explores brand love from the perspective of Generation Z through a Scoping Review approach. The objective is to identify antecedents and consequences of Brand Love, particularly those related to Generation Z, across various countries. A scoping review method was used to map relevant literature on Gen Z's perceptions of brand love and the factors associated with it. Findings are synthesized through the PRISMA framework to highlight the central role of brand love and how it works. The results of the current study indicate that in Generation Z's perceptions, brand love is a variable that can act as an antecedents, consequences, and mediators. The results provide theoretical and managerial contributions by offering deeper insights into how Generation Z develops and responds to Brand love. However, the limitations of this study can be addressed by expanding the study of brand love across sectors, including demographics, geography, and/or other determinants.
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