ISSN: 2222-6990
Open access
Millennials’ brand loyalty is difficult to attain by e-commerce sellers because of the millennials’ preferences in buying online products and their tendency to be cautious of marketing techniques in order to avoid being manipulated.Despite having an immense spending power, millennials were found to be very disloyal to brands. This study aims at examining various literature on brand loyalty. It also aspires to identify the relative importance of trust as one of the most important factors which influence millennials’ brand loyalty to online fashion brands’ e-commerce sites.In addition, this paper seeks to determine the moderating effect of income on the relationship between trust and millennials’ brand loyalty.
Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. The Free Press, New York.
Al-Hawari, M. A. (2011). Do online services contribute to establishing brand equity within the retail banking context?. Journal of Relationship Marketing, 10(3), 145-166.
Bakewell, C., & Mitchell, V. W. (2003).Generation Y female consumer decision-making styles. International Journal of Retail & Distribution Management, 31(2), 95-106.
Balqis, L. (2019). What do Malaysians buy online. Retrieved from https://www.nst.com.my/lifestyle/bots/2019/03/469419/what-do-malaysians-buy-online\
Bilgihan, A., Okumus, F., &Cobanoglu, C. (2013).Generation Y travelers’ commitment to online social network websites. Tourism Management, 35, 13-22.
Bilgihan, A., Peng, C., &Kandampully, J. (2014). Generation Y's dining information seeking and sharing behavior on social networking sites: An exploratory study. International Journal of Contemporary Hospitality Management, 26(3), 349-366.
Bolton, R. N., & Drew, J. H. (1992).Mitigating the effect of service encounters. Marketing Letters, 3(1), 57-70.
Bolton, R. N., Parasuraman, A., Hoefnagels, A., Migchels, N., Kabadayi, S., Gruber, T., ...&Solnet, D. (2013). Understanding Generation Y and their use of social media: a review and research agenda. Journal of service management, 24(3), 245-267.
Carney, D. (2017). Shoppers moving to mobile: Where retailers fall short with m-commerce experiences. Accessed on 01-10-2018. (https://www. retailcustomerexperience.com/blogs/) shoppers-moving-to-mobile-where-retailersfall-short-with-m-commerce-experiences/.Accessed on April 10, 2018.
Caruana, A., & Ewing, M. (2006). The psychometric properties of eTail quality: An international investiga¬tion across product categories. International Market¬ing Review: Issues and Advances in International Marketing Research, 23(4), 353–370.
Charters, S., Velikova, N., Ritchie, C., Fountain, J., Thach, L., Dodd, T. H., ...& Terblanche, N. (2011). Generation Y and sparkling wines: a cross-cultural perspective. International Journal of Wine Business Research, 23(2), 161-175.
Chiu, H. C., Hsieh, Y. C., & Kao, C. Y. (2005). Website quality and customer's behavioural intention: an exploratory study of the role of information asymmetry. Total Quality Management and Business Excellence, 16(2), 185-197.
Department of Statistics Malaysia (2018). Retrieved from document http://pqi.stats.gov.my/result.php?token=afddf6e055e4e77b24bfb902c1a23352
Dick, A. S., &Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Dittmar, H., Beattie, J., &Friese, S. (1996). Objects, decision considerations and self-image in men's and women's impulse purchases. Actapsychologica, 93(1-3), 187-206.
Howe, N., & Strauss, W. (2007). The next 20 years: how customer and workforce attitudes will evolve. Harvard business review, 85(7-8), 41-52.
Hoyer, W. D., & Brown, S. P. (1990).Effects of brand awareness on choice for a common, repeat-purchase product. Journal of consumer research, 17(2), 141-148.
Hsieh, A. T., & Li, C. K. (2008).The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26-42.
International Data Base Summary Demographic Data for Malaysia, U.S. Census Bureau, viewed 18 January 2007,
Kim, J., & Forsythe, S. (2009). Adoption of sensory enabling technology for online apparel shopping. European Journal of Marketing, 43(9/10), 1101-1120.
Kim, J. H. (2019). Imperative challenge for luxury brands: Generation Y consumers’ perceptions of luxury fashion brands’e-commerce sites. International Journal of Retail & Distribution Management.
Kim, J. H., & Kim, M. (2018). Conceptualization and assessment of E-service quality for luxury brands. The Service Industries Journal, 1-35.
Kim, J., Jin, B., &Swinney, J. L. (2009).The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of retailing and Consumer services, 16(4), 239-247.
Lau, R. (2019). The changing e-commerce landscape. (2019, January 13). Retrieved from https://www.theborneopost.com/2019/01/13/the-changing-e-commerce-landscape/
Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management and Business Excellence, 18(4), 363-378.
Littman, S. (2008). Welcome to the new Millennials. Response Magazine, 16(8), 74-80.
Lynch Jr, J. G., &Ariely, D. (2000). Wine online: Search costs affect competition on price, quality, and distribution. Marketing science, 19(1), 83-103.
Oliver, R. L. (1999). Whence consumer loyalty?. Journal of marketing, 63(4_suppl1), 33 44.
Malaysian Investment Development Authority, Textiles and Textile Products. (2019, May 10). Retrieved fromhttp://www.mida.gov.my/home/textiles-and-textile-products/posts/
Marinelli, N., Fabbrizzi, S., Sottini, V. A., Sacchelli, S., Bernetti, I., &Menghini, S. (2014). Generation Y, wine and alcohol.A semantic differential approach to consumption analysis in Tuscany. Appetite, 75, 117-127.
Michaelidou, N., &Dibb, S. (2006). Product involvement: an application in clothing. Journal of Consumer Behaviour: An International Research Review, 5(5), 442-453.
MohdSuki, N., Ramayah, T., &MohdSuki, N. (2008).Internet shopping acceptance. Direct Marketing: An International Journal, 2(2), 97-110. doi: 10.1108/17505930810881752
Norum, P. S. (2003). Examination of generational differences in household apparel expenditures. Family and Consumer Sciences Research Journal, 32(1), 52-75.
Palumbo, F., &Herbig, P. (2000).The multicultural context of brand loyalty. European Journal of Innovation Management, 3(3), 116-125.
Parasuraman, A., Zeithaml, V. A., &Malhotra, A. (2005). ES-QUAL: a multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
Park, J., Lee, H. J., & Lee, H. I. (2005). Consumer relationships with an e-brand: Implications for e-brand extensions. Online Consumer Psychology: Understanding and Influencing Consumer Behaviour in the Virtual World, Lawrence Erlbaum Associates Inc., Mahwah, NJ.
Park, S. R., Nah, F. F. H., DeWester, D., Eschenbrenner, B., &Jeon, S. (2008). Virtual world affordances: enhancing brand value. Journal For Virtual Worlds Research, 1(2).
Pate, S. S., & Adams, M. (2013). The influence of social networking sites on buying behaviorsofmillennialss. Atlantic Marketing Journal, 2(1), 7.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International journal of electronic commerce, 7(3), 101-134.
Ranganathan, C., &Grandon, E. (2002).An exploratory examination of factors affecting online sales. Journal of Computer Information Systems, 42(3), 87-93.
Reichheld, F. F., &Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard business review, 78(4), 105-113.
Reisenwitz, T. H., & Gupta, S. (2011). Assessing the effectiveness of a product warranty in a health-care setting. Journal of Medical Marketing, 11(2), 109-118.
Reisenwitz, T. H., &Iyer, R. (2009). DIFFERENCES IN GENERATION X AND GENERATION Y: IMPLICATIONS FOR THE ORGANIZATION AND MARKETERS. Marketing management journal, 19(2).
Ribbink, D., Van Riel, A. C., Liljander, V., &Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446-456.
Ross, J., & Harradine, R. (2004). I'm not wearing that! Branding and young children. Journal of Fashion Marketing and Management: An International Journal, 8(1), 11-26.
Schroeder, J. E., &Morling, M. S. (2006). Introduction: the cultural codes of branding. In Brand culture (pp. 16-26). Routledge.
Selnes, F. (1993).An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of marketing, 27(9), 19-35.
Sheahan, P. (2005). Generation Y: Surviving (and thriving) with Generation Y at work. Victoria, Australia: Hardie Grant.
Sinioukov, T. (1999).Mastering the web by the book. BookTech the Magazine, 2(March), 50-54.
Steenkamp, J. B. E., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
Tan Tsu Wee, T. (1999). An exploration of a global teenage lifestyle in Asian societies. Journal of Consumer Marketing, 16(4), 365-375.
Urban, G. L., Sultan, F., & Qualls, W. J. (2000).Placing trust at the center of your Internet strategy. Sloan Management Review, 42(1), 39-48.
Warrington, T. B., Abgrab, N. J., & Caldwell, H. M. (2000).Building trust to develop competitive advantage in e-business relationships. Competitiveness Review: An International Business Journal, 10(2), 160-168.
Williams, K. C., & Page, R. A. (2011).Marketing to the generations. Journal of Behavioral Studies in Business, 3(1), 37-53..
Yen, H. R. (2005).An attribute-based model of quality satisfaction for internet self-service technology. The Service Industries Journal, 25(5), 641-659.
In-Text Citation: (Linus et al., 2021)
To Cite this Article: Linus, H. Bin, Gisip, I. A., & Guliling, H. H. (2021). Conceptual Millennials’ Brand Loyalty to Online Fashion Brands’ E-commerce Sites. International Journal of Academic Research in Business and Social Sciences, 11(6), 1327–1335.
Copyright: © 2021 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode