This study examines how online brand communities activate multidimensional customer loyalty intentions. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public-voting loyalists, loveless loyalists and mercenary loyalists.
Effects of online brand communities on millennials' brand loyalty in the fashion industry / Wilson Ozuem, Michelle Willis, Kerry Howell, Guida Helal, Silvia Ranfagni, Geoff Lancastaer. - In: PSYCHOLOGY & MARKETING. - ISSN 1520-6793. - ELETTRONICO. - (2021), pp. 774-793.
Effects of online brand communities on millennials' brand loyalty in the fashion industry
Silvia RanfagniMembro del Collaboration Group
;
2021
Abstract
This study examines how online brand communities activate multidimensional customer loyalty intentions. The analysis proposes a framework that categorizes customer loyalty into ambassador loyalists, public-voting loyalists, loveless loyalists and mercenary loyalists.
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