A Model for Domestic Brand Love in High-Tech Industries with an Emphasis on the Behavioral Patterns of Generation Z Consumers

High-tech industries are of paramount importance due to their significant role in the economic development of nations. These industries contribute to national economic growth by creating employment, increasing exports, and improving the quality of life. Generation Z, as the first generation to grow up entirely in the digital world, has a unique approach to brands. Understanding this approach is crucial for businesses, as this generation is progressively becoming the primary consumer force. The purpose of this research is to present a model for love for domestic brands in advanced technology based on the behavioral patterns of generational consumers, and it is an inductive and qualitative research of industries based on foundational theories. Participants in the research process include specialists, university professors, and experienced employees in the fields of marketing and branding. Purposive sampling was utilized, and interviews were conducted with 12 individuals until theoretical saturation and refinement were achieved. Based on the results, the causal conditions for the domestic brand love model in high-tech industries, with an emphasis on Generation Z consumer behavioral patterns, are: appealing brand identity and image, emphasis on values aligned with Generation Z, positive and meaningful brand experience, and precise understanding of Generation Z consumers. The contextual factors include: significant advancements in high-tech industries, pre-established perceptions of certain domestic brands, and consumer heterogeneity. Intervening conditions are: environmental characteristics, brand characteristics, and cultural-social values. Furthermore, the strategies of this research encompass: utilizing marketing mix elements, collaborative partnerships, and offering unparalleled brand experiences. Finally, the outcomes of the present research include: increased adoption of innovations, strong branding, and enhanced competitive capability of domestic brands.
Keywords: Domestic Brand Love, High-Tech Industries, Consumer Behavioral Patterns, Generation Z, Grounded Theory
 
1.Aim and introduction
In high-tech industries, understanding the behavioral patterns of Generation Z is crucial for fostering domestic brand love. This demographic group, born from late 1996 to early 2012, is characterized by its technological proficiency and distinct purchasing behaviors. They exhibit lower loyalty to domestic brands but engage deeply with brands that align with their values and offer innovative, technology-driven experiences (Martínez-Estrella, 2023). Brand love, defined as a deep emotional connection between consumers and brands, is particularly significant in high-tech industries. High-tech brands often leverage emotional attachment to mitigate perceived risks associated with innovative products and to build trust, which enhances consumer willingness to adopt new technologies (Aboulnasr, 2019). Emotional brand attachment also drives active consumer engagement, which is vital for high-tech brands aiming to maintain competitive advantages (Choi, 2024). Social media marketing plays a pivotal role in cultivating domestic brand love within high-tech sectors. Activities such as personalized content and interactive campaigns increase domestic brand equity, loyalty, and repurchase intention (Kumar, 2024). Furthermore, storytelling and experiential marketing strategies are effective in creating emotional bonds with consumers (Schoenfelder, 2004). Additionally, Generation Z places significant value on brands that operate authentically and transparently. This generation seeks brands that tell their true story and are honest about their values and performance. In other words, "domestic brand transparency emerges as a key factor in Generation Z's purchasing decisions" (McKinsey, 2023). Overall, brands that prioritize social and environmental issues gain greater popularity among Generation Z. This generation seeks brands that fulfill their social responsibility and strive to protect the environment.
 
2.Methodology 
From a goal perspective, the present research falls under the category of applied research. Considering the nature of the subject matter, this investigation is conducted using qualitative methods, specifically employing grounded theory. The collection of necessary information and data was carried out through both library and field research methods. The library method was utilized to supplement and strengthen the theoretical foundations of the research and to access documentary data for the document analysis phase. The field method was employed for the collection of primary data and observations. Given that the research topic necessitates field investigation and the researcher's presence within the studied community, interviews and observations were used to gather the required information. Instead of testing hypotheses, grounded theory inherently involves the generation and construction of a theory derived from the social context, exploring and extracting insights from the subjects' perspectives. The objective of employing grounded theory is to develop a theory that maintains a deep connection with the collected data.
 
3.Finding
The findings reveal a structure of 260 initial codes, 236 secondary codes, 15 axial codes, and ultimately 42 selective codes, which are as follows: The causal conditions for the domestic brand love model in high-tech industries, with an emphasis on Generation Z consumer behavior patterns, consist of: appealing brand identity and image, emphasis on values aligned with Generation Z, positive and meaningful brand experience, and precise understanding of Generation Z consumers. The prevailing context encompasses significant advancements in high-tech industries, pre-formed perceptions towards certain domestic brands, and consumer heterogeneity. Intervening conditions include environmental characteristics, brand characteristics, and socio-cultural values. Furthermore, the strategies identified in this research are: leveraging marketing mix elements, collaborative partnerships, and delivering unique brand experiences. Ultimately, the consequences of the present research include: increased adoption of innovations, strong branding, and improved competitive advantage for domestic brands.
 
4.Discussion and Conclusion
In today's globally competitive landscape, cultivating "brand love" is considered a vital and sustainable competitive advantage for brands, particularly within high-tech industries characterized by rapid innovation and technological complexity. This is especially pertinent in Iran, given the importance of supporting national production, necessitating a profound understanding of the behavioral patterns of Generation Z consumers (born between the mid-1990s and the early 2010s). This generation, considered "digital natives," seeks authenticity, transparency, social values, and personalized experiences. Consequently, an effective model for fostering domestic brand love within these industries must extend beyond mere product quality, addressing emotional, social, and technological factors.