Rethinking brand loyalty in an age of Interactivity
SCHULTZ, DON E
Rethinking brand loyalty in an age of Interactivity - 2013 - 21-39
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.
BRAND MANAGEMENT
658.827
Rethinking brand loyalty in an age of Interactivity - 2013 - 21-39
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.
BRAND MANAGEMENT
658.827