Objectives:
The purposes of this study were to recognize correlates with the inclination of Gen Z customers to build brand relationship in Metaverse, as well as to recognize and categorise factors influencing Gen Z’s inclination to build and maintain brand relationships.

Material and methods:
The empirical part was based on quantitative research in a form of a survey in 2023. The assumption of the sample selection was to find Gen Z respondents who had conducted any activity in Metaverse. Quota sampling was employed. In total, 97 valid questionnaires were used in the analysis. The gathered data were subject to content analysis, descriptive statistics analysis, and exploratory factor analysis (EFA).

Results:
All the study participants declared leading an activity in Metaverse, mainly as gaming, education, or customer experience. Gen Zers are willing to engage in relationships with brands in a form of value co-creation, providing feedback, recommendation and brand advocacy or brand loyalty. EFA analysis allowed to identify 16 items combined in 5 categories: Inclination, Openness, Relatedness, Esteem, and Growth. Convergent validity for 5-item construct was tested and met required criteria.

Conclusions:
This paper enhances our understanding of Gen Z consumers' inclination to build brand relationships in the Metaverse on both theoretical and empirical level. It responds to the need for further research in this emerging field, exploring less recognised factors and emphasizing the crucial role of the Metaverse in shaping consumer behaviour within virtual worlds. The study underscores the importance of utilizing the Metaverse for engaging customers and fostering stronger brand relationships, providing managerial insights to enhance customer experiences in virtual environments. Several limitations were addressed