Beyond Revenge Spending: Exploring the Role of Loneliness and Online Brand Equity in Sustained Luxury Consumption Among Asian MZ Adults

This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, the results indicate a positive correlation between loneliness and luxury purchase intentions, with emotional connection–an essential component of online brand equity–moderating this relationship. The findings underscore how marketers can address loneliness and strengthen online brand equity to sustain luxury consumption, offering insights for strategies targeting Asian MZ consumers.