Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
Abstract
Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OBCs mainly examined the role of customer satisfaction and retention, it has neglected the role and...
Paper Details
Title
Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
Published Date
Jan 1, 2021
Journal
Pages
107 - 129
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