<![CDATA[Purpose – This study aims to examine the effects of ideal self-congruence and AI-based personalization on purchase intention among Generation Z smartwatch consumers in Indonesia, with brand attachment as a mediating variable. Design/Methodology/Approach – This study employed a quantitative research approach involving Generation Z consumers in Indonesia. Data were collected through an online questionnaire from 100 respondents selected using a purposive sampling technique. The collected data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine the relationships among ideal self-congruence, AI-based personalization, brand attachment, and purchase intention. Findings – The results indicate that ideal self-congruence has a positive and significant effect on brand attachment and purchase intention. AI-based personalization also has a positive and significant effect on purchase intention, while brand attachment significantly enhances purchase intention. Furthermore, brand attachment partially mediates the relationship between ideal self-congruence and purchase intention. Originality/Value – This study contributes to consumer behavior and digital marketing literature by integrating ideal self-congruence and AI-based personalization into a single research model and examining the mediating role of brand attachment in the smartwatch industry. The findings extend understanding of how emotional connections and personalized digital experiences jointly influence Generation Z consumers’ purchase decisions. The study also provides practical implications for smartwatch marketers by highlighting the importance of combining emotional branding strategies with AI-driven personalization to strengthen consumer engagement and marketing effectiveness.]]>
