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From Clicks to Loyalty: Understanding the Dynamics of Consumer Brand Relationships in the Online Clothing Industry
Abstract
The core purpose of this chapter is to highlight the journey of a female entrepreneur and to give an overview of clothing industry in Bangladesh. However, with the help of Social consumer fashion brand engagement model it was viable to delineate a synopsis of consumer brand relationship. Moreover, qualitative data collection has been used to conduct the research. The findings of the study conclude that effective marketing strategies along with quality products and flawless synchronisation with contemporary trends can ensure long term success.
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