| Title |
The influence of visual and auditory stimuli in digital brand interfaces on emotional brand attachment among gen z consumers |
| Translation of Title |
Vizualinių ir garso stimulių įtaka emociniam prekės ženklo prisirišimui tarp Z kartos vartotojų skaitmeninėse prekės ženklo sąsajose. |
| Authors |
Le, Liyue |
| Full Text |
|
| Pages |
83 |
| Keywords [eng] |
Digital brand interfaces ; Visual and auditory stimuli ; Emotional brand attachment ; Generation Z ; Sensory marketing ; Affective and cognitive responses |
| Abstract [eng] |
This research investigates whether visual and auditory elements in digital brand interfaces shape emotional brand attachment among Generation Z. A 2×2 survey experiment with 123 participants shows that both sensory cues significantly enhance affective and cognitive responses, which subsequently increase emotional brand attachment. However, Gen Z traits moderate these pathways in a weakening, rather than strengthening direction, suggesting reduced sensitivity among highly digital-native consumers. The findings clarify the affective–cognitive mechanism of digital sensory design and offer insights for brands and UX designers developing Gen-Z-oriented digital experiences. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2026 |
