Not all repeat customers are the same
LIU-THOMOPKINS, YUPING
Not all repeat customers are the same Designing effective cross - selling promotion on the basis of attitudinal loyalty and habit - 2013 - 21-36
Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand and automaticity triggered by non brand related contextual cues. Combining the loyalty literature with recent habit research, the authors suggest ways to distinguiish the two drivers of repeat purchase and examine how they affect consumer response to cross selling promotions
BRANDING
658.8
Not all repeat customers are the same Designing effective cross - selling promotion on the basis of attitudinal loyalty and habit - 2013 - 21-36
Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand and automaticity triggered by non brand related contextual cues. Combining the loyalty literature with recent habit research, the authors suggest ways to distinguiish the two drivers of repeat purchase and examine how they affect consumer response to cross selling promotions
BRANDING
658.8