Abstract: Generation Z represents an increasingly important consumer segment for experience-oriented service industries. Understanding their relationships with brands requires measurement approaches that capture favourable attitudes, emotional responses and preference-related outcomes. The present pilot study assesses the preliminary reliability of a multidimensional instrument developed to examine brand affinity among Generation Z consumers across Recreation, Entertainment, Sport and Tourism (REST) consumption contexts. A quantitative pilot study was conducted among 104 respondents selected through purposive sampling. Data were collected using a structured questionnaire and a seven-point Likert scale. The instrument measured four dimensions of brand affinity—positive disposition, emotional connection, favourable brand associations, and likelihood of choosing the brand over competitors—along with brand experience, brand communication and choice overload. Descriptive statistics and Cronbach's alpha were employed to assess the preliminary characteristics and internal consistency of the instrument. The overall instrument demonstrated high internal consistency, while construct-level Cronbach's alpha values ranged from 0.797 to 0.966. Item–rest correlations were ≥0.50, and no items were removed based on the reliability analysis. The findings provide preliminary support for the internal consistency of the instrument and its use in the subsequent main study.

Keywords: Brand Affinity, Generation Z, REST Industry.