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Bautista, J. L., & Orosco, M. G. (2019). Emotional Branding Actions and Their Influence on the Loyalty Level of Customers Who Attend Cinerama Cajamarca-2018. Bachelor’s Thesis, Private University of the North.

has been cited by the following article:

• TITLE: Brand Humanization and Women’s Loyalty in Clothing Stores, Chimbote 2025

  AUTHORS: Rafael Callacnà Alba, Luis Junior Príncipe Montenegro, Elizabeth Cieza Querevalù, Melissa Lisbeth Castro Cruz, Giancarlos Gilbert Quiñones Ardiles, Nicole Taily Castro Cruz

  KEYWORDS: Humanization, Brand, Loyalty

  JOURNAL NAME: Open Journal of Social Sciences, Vol.13 No.8, August 15, 2025

  ABSTRACT: This research addresses a topic of widespread and current relevance, reflected daily in commerce, especially in the clothing industry, by addressing brand humanization and customer loyalty in women’s clothing stores in Chimbote 2025. The research was applied, with a quantitative approach, a non-experimental, and cross-sectional design. A sample of 410 female customers was used to complete a questionnaire, providing highly significant data. The results show that, with a 95% confidence level, Sig. (0.00)