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@article{183307,
        author = {Aiman khwaja and Pankaj and Syed Mohd Nabeel},
        title = {The Influence of Financial Literacy on Brand Loyalty and Spending Habits Among Gen Z Consumers},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {1200-1206},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183307},
        abstract = {As Generation Z steps into financial independence, they’re not just spending they're making smarter, more informed choices shaped by their financial knowledge. This paper explores how financial literacy influences Gen Z’s loyalty to brands and the way they manage their spending habits. In a world saturated with advertising and digital choices, understanding money has become just as important as understanding marketing. Using the Stimulus. Organism. Response (S-O-R) model as a foundation, this paper proposes a conceptual framework where financial literacy acts as the starting point. The “stimulus” that shapes internal attitudes like confidence, trust in brands, and perceived control. These inner factors then influence how Gen Z chooses to spend and which brands they stick with. The model highlights the growing importance of financial education in shaping not only smarter consumers but also more loyal ones. The paper offers valuable insights for marketers, educators, and policymakers on designing strategies that appeal to financially aware youth. Finally, it suggests directions for future studies to test and expand this framework through real-world data.},
        keywords = {Financial Literacy, Gen Z, Brand Loyalty, Spending Behaviour, Stimulus–Organism–Response (S-O-R) Model.},
        month = {August},
        }