Elwira Gross-Gniot is a postdoctoral researcher in economics in the Faculty of Management, University of Warsaw, Poland, and a member of the Management Board, University of Warsaw Foundation.Maciej Dębski has a Ph.D. in economics specializing in management sciences, with expertise in marketing and tourism management, and Managing Director of the University of Social Sciences campus in Warsaw, Poland, and Head of the Department of Tourism and Marketing.Ewa Szkudlarek holds a Ph.D. and is a postdoctoral researcher and lecturer in management and communication studies, with 15 years of experience in strategic marketing and brand management.

• Introduction 1 Understanding Generation Z as consumers 2 The essence of brand loyalty 3 Key determinants of brand loyalty in the digital age 4 Empirical research on Gen Z’s brand loyalty in Central and Eastern Europe 5 Implications for brands and future trends Conclusion

Elwira Gross-Gniot is a postdoctoral researcher in economics in the Faculty of Management, University of Warsaw, Poland, and a member of the Management Board, University of Warsaw Foundation.Maciej Dębski has a Ph.D. in economics specializing in management sciences, with expertise in marketing and tourism management, and Managing Director of the University of Social Sciences campus in Warsaw, Poland, and Head of the Department of Tourism and Marketing.Ewa Szkudlarek holds a Ph.D. and is a postdoctoral researcher and lecturer in management and communication studies, with 15 years of experience in strategic marketing and brand management.

• Introduction 1 Understanding Generation Z as consumers 2 The essence of brand loyalty 3 Key determinants of brand loyalty in the digital age 4 Empirical research on Gen Z’s brand loyalty in Central and Eastern Europe 5 Implications for brands and future trends Conclusion

Elwira Gross-Gniot is a postdoctoral researcher in economics in the Faculty of Management, University of Warsaw, Poland, and a member of the Management Board, University of Warsaw Foundation.Maciej Dębski has a Ph.D. in economics specializing in management sciences, with expertise in marketing and tourism management, and Managing Director of the University of Social Sciences campus in Warsaw, Poland, and Head of the Department of Tourism and Marketing.Ewa Szkudlarek holds a Ph.D. and is a postdoctoral researcher and lecturer in management and communication studies, with 15 years of experience in strategic marketing and brand management.

• Introduction 1 Understanding Generation Z as consumers 2 The essence of brand loyalty 3 Key determinants of brand loyalty in the digital age 4 Empirical research on Gen Z’s brand loyalty in Central and Eastern Europe 5 Implications for brands and future trends Conclusion