Utilizing Digital Functional Touchpoints to Formulate Brand Loyalty among Millennial Consumers

Brand loyalty has become a vital need in today’s competitive market. It’s not only about repeat purchase intention that creates brand loyalty but also about the content of digital platforms.

Authors

Publication Details

Journal
Sri Lanka Journal of Management Studies
Published
2024-08-30
DOI
https://doi.org/10.4038/sljms.v6i1.131
Citations
2
Primary Topic
Digital Marketing and Social Media
Type
article
Field-Weighted Citation Impact
2.26
Controls
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article

Utilizing Digital Functional Touchpoints to Formulate Brand Loyalty among Millennial Consumers

D. M. R. Dissanayaka, Mohamed Jalaldeen Mohamed Razi, K. R. Samarasinghe
2 citations
Sri Lanka Journal of Management Studies
Digital Marketing and Social Media
2.26
article

Utilizing Digital Functional Touchpoints to Formulate Brand Loyalty among Millennial Consumers

D. M. R. Dissanayaka, Mohamed Jalaldeen Mohamed Razi, K. R. Samarasinghe
article en
2 citations

Abstract

Brand loyalty has become a vital need in today’s competitive market. It’s not only about repeat purchase intention that creates brand loyalty but also about the content of digital platforms.

Sri Lanka Journal of Management StudiesVol. 6(1)
Openalex Percentile: Top 10%
Digital Marketing and Social Media
2.26
DOIOpen Access PDFOpenAlex
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