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The Impact of Customer Experience in Offline vs. Online Channels on Millennials’ Brand Loyalty in the Fashion Industry

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Forum Markenforschung 2018

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Zusammenfassung

Megatrends such as a global marketplace, accelerating technological innovation or economic interconnectedness are changing the world’s economy and challenge businesses (Retief et al. 2016; Ernst & Young 2015). One industry being highly affected by the current trends and experiencing an ongoing change is the fashion industry (Amed et al. 2016). Synonymously also referred to as clothing or apparel industry, it is part of the textile industry, which embraces the entire chain of textiles reaching from the fiber, its treatment, the manufacturing and distribution, to the use and service.

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Authors and Affiliations

  1. Brigachtal, Deutschland

    Katja Bertsche

  2. Nordakademie University of Applied Sciences, Elmshorn, Deutschland

    Lars Binckebanck

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  1. Katja Bertsche
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  2. Lars Binckebanck
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Correspondence to Katja Bertsche .

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Editors and Affiliations

  1. Hochschule Koblenz, Koblenz, Rheinland-Pfalz, Germany

    Holger J. Schmidt

  2. Hochschule für Wirtschaft und Recht Berlin, Berlin, Berlin, Germany

    Carsten Baumgarth

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Bertsche, K., Binckebanck, L. (2020). The Impact of Customer Experience in Offline vs. Online Channels on Millennials’ Brand Loyalty in the Fashion Industry. In: Schmidt, H., Baumgarth, C. (eds) Forum Markenforschung 2018. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-29127-3_10

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  • DOI: https://doi.org/10.1007/978-3-658-29127-3_10

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