MILLENNIALS BRAND LOYALTY IN THE FASHION INDUSTRY & THE ROLE OF BRAND IDENTITY
Brand loyalty has long been an important factor for companies’ sustainability and profitability, as it is less expensive to retain existing customers than acquiring new ones. In correlation to the importance of brand loyalty, there is a new vast generation, called the millennials’ or generation Y co...
| Main Authors: | , |
|---|---|
| Format: | Others |
| Language: | English |
| Published: |
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle
2018
|
| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70038 |