Gen Y consumers' brand loyalty: a brand romance perspective

Purpose As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from romance perspective, on loyalty smartphone users. Furthermore, examines gender differences in same relationship. Design/methodology/approach The adopted cross-sectional survey method and data was collected 300 respondents. Data analyzed using structural equation modelling (SEM) approach multi-group analysis performed examine model. Findings Results revealed that all three aspects (pleasure, arousal dominance) have positive impact loyalty. It further denotes relationship between differs males females. Originality/value This makes significant contribution by examining attachment consumers, which has been less investigated. both attitudinal behavioral study, largely overlooked similar studies. Examining difference above an additional contribution.