Review paper
Effects of online brand communities on millennials' brand loyalty in the fashion industry
Abstract
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 differently by people who participate in online brand communities, this study is based on a constructivist perspective combined with hermeneutic...
Paper Details
Title
Effects of online brand communities on millennials' brand loyalty in the fashion industry
Published Date
Mar 2, 2021
Journal
Volume
38
Issue
5
Pages
774 - 793
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