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Keywords: WeChat Mini Program
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (10): 2054–2071.
Published: 25 February 2021
...Qianhui Rao; Eunju Ko Purpose This study aims to explore the impact of the use of the WeChat Mini Program by luxury brands on consumers' fashion impulsive purchasing and brand loyalty. Design/methodology/approach The stimulus–organism–response (S–O–R) model is adapted to construct a model (i.e...
