Effects of online brand communities on millennials' brand loyalty in the fashion industry
Online brand communities are gaining traction in the development of marketing strategy, but it is unclear how the dominant group of users, the millennials, is being targeted with the prevailing and varying customer loyalty programs. Grounded in understanding that loyalty is seen and understood diffe...
| Main Authors: | , , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Wiley
2021
|
| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/8448/1/Effects-of-OBCs_Accepted-Manuscript.pdf |