Rethinking brand loyalty in an age of Interactivity
Material type:![Mixed materials](/opac-tmpl/lib/famfamfam/MX.png)
- 658.827
Item type | Current library | Call number | Vol info | Status | Date due | Barcode | |
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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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