Exportar Publicação

A publicação pode ser exportada nos seguintes formatos: referência da APA (American Psychological Association), referência do IEEE (Institute of Electrical and Electronics Engineers), BibTeX e RIS.

Exportar Referência (APA) 
Bilro, R. G., Loureiro, S. M. C., Marques, J. J., Rodrigues, M. B. & Custódio, C.M. (2025). The influence of AI-powered personalization on brand loyalty in the fashion industry. In Miyea Kim (Ed.), 2025 GMC at Hong Kong Proceedings (pp. 69?74). GAMMA. https://doi.org/10.15444/GMC2025.01.11.03
Exportar Referência (IEEE) 
R. J. Bilro et al.,  "The influence of AI-powered personalization on brand loyalty in the fashion industry", in 2025 GMC at Hong Kong Proc., Miyea Kim , Ed., Hong-Kong, GAMMA, 2025, pp. 69-74
Exportar BibTeX 
@inproceedings{bilro2025_1789564968378,
	author = "Bilro, R. G. and Loureiro, S. M. C. and Marques, J. J. and Rodrigues, M. B. and Custódio, C.M.",
	title = "The influence of AI-powered personalization on brand loyalty in the fashion industry",
	booktitle = "2025 GMC at Hong Kong Proceedings",
	year = "2025",
	editor = "Miyea Kim ",
	volume = "",
	number = "",
	series = "",
	doi = "10.15444/GMC2025.01.11.03",
	pages = "69-74",
	publisher = "GAMMA",
	address = "Hong-Kong",
	organization = "",
	url = "http://gmcproceedings.net/html/sub3_01.html"
}
Exportar RIS 
TY  - CPAPER
TI  - The influence of AI-powered personalization on brand loyalty in the fashion industry
T2  - 2025 GMC at Hong Kong Proceedings
AU  - Bilro, R. G.
AU  - Loureiro, S. M. C.
AU  - Marques, J. J.
AU  - Rodrigues, M. B.
AU  - Custódio, C.M.
PY  - 2025
SP  - 69-74
DO  - 10.15444/GMC2025.01.11.03
CY  - Hong-Kong
UR  - http://gmcproceedings.net/html/sub3_01.html
AB  - This study explores the impact of AI-driven personalization on brand loyalty in the fashion industry. It examines how emotional connection (EC) and self-brand connection (SBC) influence online brand consumer engagement (OBCE) through personalized direct marketing campaigns. Using a quantitative survey and regression analysis, the research aims to validate the model and provide insights into enhancing consumer loyalty. This study fills a gap by focusing on the relationship between AI-driven personalization and brand loyalty in direct marketing campaigns.
ER  -