Conspicuous value as a pathway between self-presentation motives and brand loyalty a generational analysis

Purpose This study explores why people who share photos of POP MART's Labubu collectible on China's image-driven platforms (Xiaohongshu, Douyin and Weibo) develop strong brand loyalty. Labubu is a rabbit-like designer toy from the “The Monsters” blind-box series, highly popular in China's collectible market. Guided by self-presentation theory, the research examines three display motives: expressing personal taste (self-expression), gaining social approval and shaping one's public image (identity building). Design/methodology/approach A survey of 583 users was analysed with covariance-based structural equation modelling, followed by a generational comparison between Gen Z and Gen Y. All three motives increased perceived conspicuous value–the sense that the collectible helps its owner stands out–which fully mediated their loyalty. Findings Materialism strengthened the effects of social approval and identity building on value, as well as the effect of value on loyalty, but did not affect the self-expression route. The paths were similar across generations. Originality/value This study refines self-presentation theory by distinguishing inward- and outward-focused motives and clarifying the role of materialism. For practitioners, emphasising social validation cues and simplifying online sharing can turn visibility into enduring loyalty.