Rethinking brand loyalty in an age of Interactivity

By:

SCHULTZ, DON E

Contributor(s):

BLOCK, MARTIN P

Material type:

Mixed materialsPublication details: 2013Description: 21-39Subject(s):

BRAND MANAGEMENT

NLM classification:

658.827

In: IUP: JOURNAL OF BRAND MANAGEMENTMSummary: The assumption of customer brand loyalty is one of the major underpinnings of today's marketing systems. Much professional and academic research is being conducted to determine how the new interactive communication systems might be used to increase or enhance brand loyalty. This exploratory study suggests that interactivity and the new interactive communication systems may actually be destroying, rather than enhancing, brand loyalty.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		9/3	Available		P14781

The assumption of customer brand loyalty is one of the major underpinnings of today's marketing systems. Much professional and academic research is being conducted to determine how the new interactive communication systems might be used to increase or enhance brand loyalty. This exploratory study suggests that interactivity and the new interactive communication systems may actually be destroying, rather than enhancing, brand loyalty.

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