Overview

How does Generation Z in Central and Eastern Europe engage with brands, make purchasing decisions, and develop long-term brand loyalty? The monograph discusses the unique consumer behaviors of this influential cohort, by analyzing the key determinants that shape their brand relationships. With Gen Z redefining market dynamics, it provides essential insights for academics and industry professionals seeking to understand and navigate this evolving landscape. Grounded in the Central and Eastern European (CEE) context, the book offers insights into regional market dynamics and consumer behaviors. Through theoretical analysis and empirical research, it explores the evolution of brand loyalty, tracing its shift from traditional approaches to the complexities of the digital age. Through an interdisciplinary approach, it bridges insights from marketing, consumer behavior, and digital advancements, offering comparative perspectives on brand strategies. Empirical research conducted in the CEE region further elucidates the specific patterns of brand loyalty among Gen Z consumers, supported by interviews from brand professionals that deepen the analysis of successful brand strategies. The book equips academics, marketing practitioners, and brand strategists with insights and actionable recommendations for fostering long-term consumer engagement in an increasingly competitive and digitalized marketplace. It will be of particular interest to scholars and researchers in marketing, consumer behavior, and brand management.

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9781041145004

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Author Information

Elwira Gross-Gniot is a postdoctoral researcher in economics in the Faculty of Management, University of Warsaw, Poland, and a member of the Management Board, University of Warsaw Foundation. Maciej Dębski has a Ph.D. in economics specializing in management sciences, with expertise in marketing and tourism management, and Managing Director of the University of Social Sciences campus in Warsaw, Poland, and Head of the Department of Tourism and Marketing. Ewa Szkudlarek holds a Ph.D. and is a postdoctoral researcher and lecturer in management and communication studies, with 15 years of experience in strategic marketing and brand management.

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