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Title: Effects of online brand communities on millennials' brand loyalty in the fashion industry.
Authors: Ozuem, Wilson; Willis, Michelle; Howell, Kerry; Helal, Guida; Ranfagni, Silvia; Lancaster, Geoff
Publication: Psychology & Marketing, 2021, Vol 38, Issue 5, p774
ISSN: 0742-6046
Publication type: Academic Journal
DOI: 10.1002/mar.21466

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Effects of online brand communities on millennials' brand loyalty in the fashion industry.