The Z consumer’s relationship with the brand: a comparative exploratory study of attachment and detachment factors

La relation à la marque du Z consommateur: une étude exploratoire des causes de détachement

Anne Bontour () and Nathalie Guichard ()
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Anne Bontour: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe
Nathalie Guichard: Université Paris-Saclay

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Abstract: The objective of this qualitative research, conducted with 130 GenZers, and using consumer narratives, is to explore the reasons of brand attachment and brand detachment of this specific group. The analysis of the data collected,analyzed through the prism of the functional attitude theories, highlights different factors according to the product category to which the mentioned brands relate (ready-to-wear vs. food) and underlines that the reasons which anchored attachment are not always those that explain detachment. More specifically, if the utilitarian function is the most prominent in justifying attachment, the expression of values, not only ethical but also related to identity, becomes more significant in explaining detachment from fashion brands, while it is the ego-defensive function that dominates when it comes to food. Recommendations for brand managers are provided in order to meet consumer expectations and anticipate brand detachment.

Keywords: Attachment; Brand; Detachment; Functional attitudes theories; Z generation; Marque; Théories fonctionnelles des attitudes; Génération Z; Détachement; Attachement (search for similar items in EconPapers)
Date: 2025
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Published in Journal of Marketing Trends, 2025, 10 (1), pp.2-36

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05334793

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