Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/336957 
Authors: 
Year of Publication: 
2025
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 42 [Issue:] 2 [Year:] 2025 [Pages:] 24-30
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived experiences illuminates these navigation processes from an emic perspective.
Document Type: 
Article

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