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AN INDEX FOR THE MEASUREMENT OF CONSUMER LOYALTY*
Decision Sciences, 1971AbstractThe concept of consumer “loyalty” (i.e., preference for a particular store or brand) is intriguing to marketing scholars and practitioners. Research in this area would be enhanced by the acceptance of an operational measure of consumer loyalty. Loyalty appears to be a tri‐dimensional concept; per cent of budget, allocated to the store or brand,
ROGER L. BURFORD +2 more
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Consuming loyalty: marketing technology and relationships in the consumer society
2009The field of marketing is currently undergoing a reconceptualization, largely influenced by new computer and communication technologies. The shift to more high-tech ways of knowing is linked to a new discourse on customer loyalty, relationship management, and customer-specific marketing.
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Gamification of consumer loyalty programs
SCIENTIA FRUCTUOSAIncreased competition in the digital environment leads to the search for effective tools to attract targeted traffic to websites. Search engine marketing (SEM), which includes search engine (contextual) advertising (SEA) and search engine optimization (SEO), allows toachieve this aim by means of technical settings and consideration of marketing ...
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Predicting smartphone brand loyalty: Consumer value and consumer-brand identification perspectives
International Journal of Information Management, 2016Ching-Hsuan Yeh, Yi-Shun Wang
exaly