Brand Loyalty and Consumer Behavior: Generation Z in Central and Eastern Europe (Routledge Studies in Central and Eastern European Business and Economics)

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