Loyalty beyond transactions: the role of perceived brand ethics in e-commerce
IntroductionAs digital platforms increasingly shape consumer behavior, understanding the factors that drive customer loyalty has become a critical area of research. This study examines the role of Perceived Brand Ethics (PBE), Trust, and Customer Experience (CX) in fostering Brand Engagement (BE) an...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-05-01
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| Series: | Frontiers in Communication |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1605171/full |
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