The influence of AI-powered personalization on brand loyalty in the fashion industry

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dc.contributor.authorBilro, R. G.
dc.contributor.authorLoureiro, S. M. C.
dc.contributor.authorMarques, J. J.
dc.contributor.authorRodrigues, M. B.
dc.contributor.authorCustódio, C.M.
dc.contributor.editor Kim,Miyea
dc.date.accessioned2026-09-15T10:16:24Z
dc.date.issued2025
dc.date.updated2026-09-15T11:15:18Z
dc.description.abstractThis 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.eng
dc.event.date2025
dc.event.locationHong-Kongeng
dc.event.title2025 Global Marketing Conference at Hong-Kong
dc.event.typeConferênciapt
dc.identifier.citationBilro, 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 M. Kim (Ed.), 2025 GMC at Hong Kong Proceedings (pp. 69-74). GAMMA. https://doi.org/10.15444/GMC2025.01.11.03
dc.identifier.doi10.15444/GMC2025.01.11.03
dc.identifier.urihttps://hdl.handle.net/10071/38520
dc.language.isoeng
dc.pagination69 - 74
dc.peerreviewedyes
dc.publisherGAMMA
dc.relation.ispartof2025 GMC at Hong Kong Proceedings
dc.rightsopenAccess
dc.subjectArtificial intelligenceeng
dc.subjectBrand loyaltyeng
dc.subjectBrand engagementeng
dc.subjectDirect marketingeng
dc.subjectFashion industryeng
dc.subject.fosDomínio/Área Científica::Ciências Sociais::Economia e Gestãopor
dc.titleThe influence of AI-powered personalization on brand loyalty in the fashion industryeng
dc.typeconferenceObject
iscte.alternateIdentifiers.wosRC:157861699_S24
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-114401
iscte.subject.odsTrabalho digno e crescimento económicopor
iscte.subject.odsIndústria, inovação e infraestruturaspor

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