Brand identity, purchasing behavior, and positioning: evidence from Generation Z
DOI:
https://doi.org/10.5281/zenodo.17290695Keywords:
purchasing behavior, brand identity, social mediaAbstract
In order to analyze the relationship between purchasing behavior, brand identity, and brand position among Generation Z, this study was developed, which also evaluates the role of the brand as an intermediary in purchasing behavior and brand position. In this sense, a quantitative methodology with a descriptive correlational design was used, along with structural equation modeling (PLS-SEM) in the data analysis. The sample consisted of 405 respondents between the ages of 18 and 27, most of whom belonged to Generation Z, who completed a structured questionnaire on their demographic pattern of purchasing or brand ownership. The most significant result was to demonstrate that the purchasing behavior whose influence can be observed was 0.843 points (p < 0.001) and has a strongly positive correlation with brand identity, which mediates (indirect β = 0.165, p = 0.004) between consumer behavior and brand positioning in a market. It is concluded that building a strong and consistent brand identity is essential to converting purchasing experiences into differentiated and lasting positions. This is especially important in a connected and demanding segment of the population, such as Generation Z. These results offer relevant implications for the design of marketing strategies that integrate values, experiences, and loyalty.
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