论文信息 - Customer/Brand Loyalty in an Interactive Marketplace

Customer/Brand Loyalty in an Interactive Marketplace

ABSTRACT The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example.

D. Schultz | Scott Bailey

[1] G. C. Homans,et al. Social Behavior: Its Elementary Forms. , 1975 .

[2] J. Farley. "Brand Loyalty" and the Economics of Information , 1964 .

[3] J. S. Adams,et al. Inequity In Social Exchange , 1965 .

[4] Russell I. Haley. Benefit Segmentation: A Decision-oriented Research Tool , 1968 .

[5] G. Haines,et al. The Theory of Buyer Behavior. , 1970 .

[6] J. Jacoby,et al. Brand Loyalty Vs. Repeat Purchasing Behavior , 1973 .

[7] J. Jacoby,et al. Brand Loyalty: Measurement and Management , 1978 .

[8] R. H. Evans,et al. An Application of Equity Theory to Buyer-Seller Exchange Situations , 1978 .

[9] J. Barnes,et al. The Complete Works of Aristotle the Revised Oxford Translation , 1984 .

[10] Edward W. Miles,et al. A New Perspective on Equity Theory: The Equity Sensitivity Construct , 1987 .

[11] W. C. King,et al. The measurement of equity sensitivity , 1994 .

[12] Thomas O. Jones,et al. Why Satisfied Customers Defect , 1996 .