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Keywords: Luxury fashion
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Journal Articles
Qualitative Market Research: An International Journal (2025) 28 (5): 802–836.
Published: 25 August 2025
...Michelle Willis; Wilson Ozuem Purpose Online brand community ( OBC ) research has been directed at examining the consequences of consumer–brand relationships on various behavioural issues, with little to say about reciprocity and variants of millennials’ loyalty in the luxury fashion industry...
