From Legacy to Loyalty: Investigating Gen Z's Behavior Toward Inherited Brands

ABSTRACT This study examines the impact of brand inheritance on Generation Z's purchase intentions in the consumer durables market, emphasizing the mediating role of brand familiarity. Drawing on Social Learning, Nostalgia, and Memory Theories, it explores how inherited brand attributes interact with Gen Z's values of authenticity, innovation, and digital engagement. Based on qualitative insights from 80 participants, results show that brand inheritance strongly influences purchase decisions, while brand familiarity significantly mediates this relationship. Nostalgia has a lesser effect, reflecting a generational shift. The study offers strategic implications for legacy brands to integrate heritage with digital‐first branding strategies.