Beyond Revenge Spending: Exploring the Role of Loneliness and Online Brand Equity in Sustained Luxury Consumption Among Asian MZ Adults
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While previous research has framed the surge in luxury purchases during COVID-19 as "revenge spending" to alleviate negative emotions, this study proposes that loneliness may positively drive luxury consumption by fulfilling emotional needs, rather than merely compensating for distress. This approach addresses a gap in explaining the sustained luxury consumption post-pandemic. By emphasizing online brand equity as a moderating factor, the study illustrates how luxury brands, traditionally centered on offline experiences, can strategically harness digital channels to engage Asian consumers, particularly the MZ generation. Using a causal design, 200 participants were surveyed via online questionnaires, and hypotheses were tested through linear and hierarchical moderated regression analyses. Results show a positive correlation between loneliness and luxury purchase intentions, with emotional connection—an integral part of online brand equity—moderating this relationship. The findings reveal that marketers can leverage loneliness—commonly felt by Asian MZ consumers and often viewed negatively— and strengthen online brand equity by fostering emotional connections to promote sustained luxury consumption. Simultaneously, the study provides managerial implications that emphasize the use of digital strategies as the direction luxury brands should take when targeting this group.
Source: ASIA MARKETING JOURNAL
Authors: Sukyoung Kang, Sanghee Kim
Institution: Chonnam National University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $400
OpenAlex ID: W4409613611