Gen Alpha Brand Loyalty Theory

Gen Alpha Brand Loyalty Theory, developed by Saurav Kumar, states that Generation Alpha stays loyal to brands that mirror their self-image, reflecting how they see themselves or aspire to be seen Kumar, S. (2026). Across G20 economies, Gen Alpha's influence operates through a mix of digital ecosystems and indirect leverages as shaping household spending controlled by millennial parents. Transparency and verifiable ethical sourcing are baseline requirements for loyalty.