KOREASCHOLAR

THE ROLE OF DIGITAL ENGAGEMENT IN OMNICHANNEL FASHION RETAIL: THE IMPACT OF SUSTAINABLE INTEGRATED MARKETING COMMUNICATIONS ON BRAND LOYALTY

Anita Nanda, Vera Butkouskaya
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/442771
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Global Marketing Conference
2025 Global Marketing Conference at Hong Kong (2025.07)
p.739
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
Sustainable IMCCustomer EngagementBrand LoyaltyOmnichannelFashion Retail.
Author
  • Anita Nanda(HSE Graduate School of Business, Russia)
  • Vera Butkouskaya(HSE Graduate School of Business, Russia)