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(1993) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, 57, pp. 1-22. Cited 5016 times. Journal of Marketing 51 Keller, K.L. (2001) Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands, pp. 3-27. Cited 185 times. Marketing Science Institute, Cambridge, MA 52 Keller, K.L. Strategic Brand Management: Building (2013) Measuring, and Managing Brand Equity. Cited 22 times. 4th ed., Prentice-Hall, Upper Saddle River, NJ 53 Kau, A.K., Tang, Y.E., Ghose, S. Typology of online shoppers (2003) Journal of Consumer Marketing, 201747-3616https://doi.org/10.1108/YC-07-2019-1017https://t.ly/xZBlbhttps://www.scimagojr.com/journalsearch.php?q=21100299417&tip=sid&clean=0SCOPUSBrand engagement in self-concept (BESC), value consciousness and brand loyalty: a study of generation Z consumers in Malaysia Ahmed Rageh Ismail, Bang Nguyen, Junsong Chen, T.C. Melewar, Bahtiar Mohamad Young Consumers ISSN: 1747-3616 Publication date: 31 March 2020 Reprints & Permissions PDF (616 KB) Abstract Abstract Purpose This study aims to examine the relationship between brand engagement in self-concept (BESC), value consciousness (VC) and brand loyalty among Generation Z consumers. In addition, the study aims to segment the Generation Z consumers based on BESC and VC and examine the differences between the segments. Design/methodology/approach A self-administered questionnaire was developed and administered to a sample of 346 undergraduate students in Malaysia. The hypothesized structural models are tested using partial least squares structural equation modeling. The study also uses cluster analysis to segment the Generation Z consumers. Findings The results reveal that among Generation Z consumers both BESC and VC have a positive effect on brand loyalty. Additionally, the mediation analysis established that BESC plays a mediating role in the relationship between VC and brand loyalty. The study also identified four consumer groups – attentive group, dedicated group, prospective group and switchers group. Furthermore, consumer classification according to BESC can be used by marketers and managers in marketing strategy development. Originality/value The study has originality and value in developing and testing a new model linking BESC with VC and brand loyalty. Further, market segmentation on the basis of BESC and VC has been rarely studied. Even less, has been studied among Generation Z consumers and this study fills this important gap.en-USOctober University for university of Market segmentationBrand loyaltyGeneration Z consumersBrand engagement in self-conceptValue consciousnessArticlehttps://doi.org/10.1108/YC-07-2019-1017