文章基本信息

标题：Conceptual Millennials’ Brand Loyalty to Online Fashion Brands’ E-commerce Sites
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作者：Hamizan Bin Linus ; Imelda Albert Gisip ; Hasnawati Haji Guliling 等
期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：6
页码：1327-1335
DOI：10.6007/IJARBSS/v11-i6/10343
语种：English
出版社：Human Resource Management Academic Research Society
摘要：Millennials’ brand loyalty is difficult to attain by e-commerce sellers because of the millennials’ preferences in buying online products and their tendency to be cautious of marketing techniques in order to avoid being manipulated.Despite having an immense spending power, millennials were found to be very disloyal to brands. This study aims at examining various literature on brand loyalty. It also aspires to identify the relative importance of trust as one of the most important factors which influence millennials’ brand loyalty to online fashion brands’ e-commerce sites.In addition, this paper seeks to determine the moderating effect of income on the relationship between trust and millennials’ brand loyalty.