Does Conspicuousness lead to Brand Loyalty? An Investigation of Gen Z Consumers

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Year	2026 4 Downloads
Volume/Issue/Review Month	Volume-XIX \| Issue-I \| Jan.-Jun.
Title	Does Conspicuousness lead to Brand Loyalty? An Investigation of Gen Z Consumers
Authors	Harmandeep Kaur, Dr. Mandeep Kaur
Broad area	Marketing
Abstract	customers. Young luxury purchasers have different consumption habits and motives so it is challenging for luxury retailers to succeed in the market. The present study was aimed at examining the effect of need for uniqueness and self-expression on conspicuous consumption of luxury products among Gen Z consumers along with interpersonal influence as among moderator. This investigation also examined the role of conspicuous consumption in building brand loyalty. Data for study was collected from 241 respondents using a structured questionnaire. PLS-SEM was used to analyse the conceptual model using SmartPLS tool. The study found that need for uniqueness and self-expression effect conspicuous consumption. The study also revealed that interpersonal influence moderates the relationship between need for uniqueness and self-expression. The study also found a positive relationship between conspicuous consumption and brand loyalty.
Citation	Kaur, H., & Kaur, M. (2026). Does conspicuousness lead to brand loyalty? An investigation of Gen Z consumers. Srusti Management Review, 19(1), 197–211.
DOI	https://doi.org/10.63340/SAMT/100000064
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