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Publication Detailed Description
The influence of AI-powered personalization on brand loyalty in the fashion industry
2025 Global Marketing Conference at Hong-Kong Proceedings
Year (definitive publication)
2025
Language
English
Country
Hong Kong (Special Administrative Region of the People's Republic of China)
More Information
Web of Science®
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Abstract
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.
Acknowledgements
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Keywords
Artificial Intelligence,Brand Loyalty,Brand Engagement,Direct Marketing,Fashion Industry
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência_Iscte. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
