The Impact of Online and Offline Shopping on Brand Equity among Gen Z

Abstract

This study explores the impact of online and offline shopping on brand equity among Generation Z, a demographic known for its digital nativity and unique consumer behaviors. The research investigates how these dual shopping channels contribute to key dimensions of brand equity. Using a quantitative approach with data collected from Gen Z consumers, the study applies structural equation modelling to assess the relationships between dimensions of online and offline shopping and brand equity outcomes. Out of the five hypotheses formulated, three of them were significant, while two of them were insignificant. The data collection took four months. Findings reveal that while both online and offline shopping positively influence brand equity, each channel plays a distinct role: online shopping enhances convenience, engagement, and digital brand presence, whereas offline shopping strengthens sensory and emotional connections through tangible experiences. The results emphasize the necessity for brands to develop seamless omni-channel strategies that cater to Gen Z’s expectations for authenticity, transparency, and social responsibility. This study contributes to academic literature by integrating multi-channel retailing perspectives with customer-based brand equity theory in the context of Gen Z, offering practical insights for marketers aiming to build resilient brands in evolving retail landscapes. A convenience sampling technique was deployed in the respondent’s selection.