The Generation after Millennials - What is in a Brand!

Abstract

This study analyzes brand consciousness, social influence, and experiential purchase intentions in
branded clothing on Karachi’s generation Z consumers. A deductive research approach was taken.
Generation Z consumers of Karachi have been selected to propose the relationship among
variables. A conceptual model was developed. Data was collected from 264 casesthrough the survey
method. PLS-SEM (Partial Least Square) path modeling has been employed for testing the proposed
hypotheses. The research sheds light on the attitude of generation Z consumers towards branded
clothes. Brand consciousness, social influence, experiential, and vanity trait positively impact and
significantly affect z- generation consumers’ purchase intention of branded clothes. This research’s
uniqueness lies in focus on the purchase intention of Gen Zers for branded clothes, which is an
evolving segment in the branded clothing market