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From digital to loyalty: Unpacking the customer experience in Brazilian FMCG digitally native vertical brands
Wellington José da Silva • Marcelo Caldeira Pedroso • Carlos Afonso Caldeira Filho
Volume 19 Issue 02 · 11 May 2025
Objective: This study aimed to analyze how Brazilian fast-moving consumer goods startups born in digital environments - also known as DNVBs (digitally native vertical brands) - are adopting effective customer experience…