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p-Index From 2020 - 2025
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This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific
Kong, Mei Yee
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Humanities

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From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Xia, Kun Peng; Lee, Yong Yu; Kimberley, Kong Miu Ling; Kong, Mei Yee; Khor, Su Hua; Kong, Jia Xian; A/P Ramachandran, Kirrthana; Kumar, Shravan; Ali, Anees Janee; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
Co-Authors A/P Ramachandran, Kirrthana Ali, Anees Janee Kee, Daisy Mui Hung Khor, Su Hua Kimberley, Kong Miu Ling Kong, Jia Xian Kumar, Shravan Lee, Yong Yu Xia, Kun Peng