Abstract
Purpose: A recent report published by Shelton Group, Sustainability(S) is rated for as an important brand purchase decision (P) criterion for 60 percent of consumers. The objective of this research is to investigate how differences affect consumers’ online and offline behaviors. 
 
 Design/methodology/approach: Through sentiment analysis of corporate website Brand Sustainability Strategies (BSS) is explored in the store level and in the social media platform level with a dedicated survey about S and the positive impact on their P.
 
 Findings: This study demonstrates how the millennials generation experience through virtual interaction (VI) leverage on P and improve the Customer Brand Experience (CBE), focuses on Lego and Adidas 
 
 Originality/value: The paper contributes to study a topic more interesting in this period and in addition underlines the culture emerged among the online and the offline P in the relation with the strategies of the customer journey.
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