This chapter explores into the role of CRM in boosting brand image and influencing purchase intentions, particularly within the context of Generation Z's awareness of CRM activities. Results from the analysis reveal that CRM initiatives and their perceived effectiveness positively impact brand image, with the brand image serving as a mediator for purchase intention. Moreover, in the framework of knowledge-driven brand management, this research underscores the importance of knowledge management in facilitating CRM activities. Knowledge management empowers organizations to effectively capture, analyse, and utilize customer insights, thereby informing strategic decisions and fostering brand growth. Integrating knowledge management principles into CRM processes, companies can harness the full potential of customer data to enhance brand perception and drive purchase behaviour. The study employs structural equation modelling techniques, specifically Partial Least Squares Structural Equation Modelling (PLS-SEM), to clarify these relationships and insights.

Keywords: knowledge; CRM; brand image; generation Z; brand management.

JEL Classification: M10; M14; M31; D12; D47.

Cite this chapter: Vranešević, T. & Mandić, M. (2024). Knowledge-Driven Brand Management: The Role of CRM in Enhancing Brand Image and Purchase Intentions among Generation Z Consumers. In: Knowledge Management in Economy, Technology and Education, Perić, N. and Arsenjevic, O. (Eds.) (pp. 141-167). Book Series Socio-Economics, Research, Innovation and Technologies (SERITHA). RITHA Publishing. https://doi.org/10.57017/SERITHA.2024.KM-ETE.ch6

Chapter’s history: Received 3rd of August, 2023; Revised 7th of September, 2023; Accepted for publication 19th of January, 2024; Published 30th of July, 2024. 

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