ABSTRACT
This chapter examines how brand loyalty is being redefined in the digital age, where rapid technological advancement and shifting consumer expectations reshape the foundations of consumer–brand commitment. It identifies key determinants of loyalty today that have become central to meeting Generation Z’s expectations. The discussion outlines the transition from transactional loyalty, based on convenience or rewards, to emotional loyalty grounded in shared values and meaningful brand experiences. It further analyzes the role of social media, influencers, and digital communities in shaping brand perceptions and reinforcing relational bonds. Finally, the chapter evaluates the expanding influence of AI-driven personalization in creating immersive, tailored interactions that foster deeper engagement and sustained loyalty.
