Not all repeat customers are the same Designing effective cross - selling promotion on the basis of attitudinal loyalty and habit

By:

LIU-THOMOPKINS, YUPING

Contributor(s):

TAM, LEONA

Material type:

Mixed materialsPublication details: 2013Description: 21-36Subject(s):

BRANDING

NLM classification:

658.8

In: JOURNAL OF MARKETINGMSummary: 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

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		77/5	Available		P15079

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

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