TITLE:
Exploring the Impact of Brand Authenticity on Generation Z Consumer Loyalty in Ghana’s Emerging Market
AUTHORS:
Ibrahim Ofosu-Boateng, Leyroy Muandumba Jose
KEYWORDS:
Brand Authenticity, Generation Z, Consumer Loyalty, Digital Engagement, Structural Equation Modeling, Emerging Markets, Ghana
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.13 No.9,
September
22,
2025
ABSTRACT: Purpose: This study explores the influence of perceived brand authenticity on emotional and behavioral loyalty among Generation Z consumers in Ghana and examines how digital engagement mediates this relationship. Methodology: Using a quantitative research design, data were collected from 220 Gen Z consumers through structured questionnaires. Structural Equation Modeling (SEM) with bootstrapping was used to analyze direct and indirect relationships among constructs. Findings: Results show that brand authenticity significantly predicts both emotional and behavioral loyalty. Among the dimensions, continuity, integrity, and symbolism each had significant positive effects on loyalty outcomes. Furthermore, digital engagement was found to partially mediate the relationship between brand authenticity and loyalty, highlighting its role as a psychological mechanism driving Gen Z brand relationships. Implications: The findings emphasize the importance of cultivating authentic brand experiences and fostering digital engagement to build sustainable loyalty among younger consumers in emerging markets. Originality: This study contributes to brand management literature by integrating Self-Determination Theory, Authenticity Theory, and Social Identity Theory to explain loyalty formation in a digital context, with specific insights from the Ghanaian Gen Z segment.