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The influence of AI-powered personalization on brand loyalty in the fashion industry
Event Title
2025 Global Marketing Conference at Hong-Kong
Year (definitive publication)
2025
Language
English
Country
Hong Kong (Special Administrative Region of the People's Republic of China)
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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
