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Does online brand experience influence consumer loyalty regarding fashion merchandise within Generation Z? Empirical evidence

Lalit Kumar, Saurabh Verma, Ashok Kumar, Bhoopendra Bharti, Ashwani Kumar Yadav. Does online brand experience influence consumer loyalty regarding fashion merchandise within Generation Z? Empirical evidence. IJEB, 22(1):18-38, 2026. [doi]

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