| 000 | 00894npc a2200169Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aSCHULTZ, DON E | ||
| 245 | _aRethinking brand loyalty in an age of Interactivity | ||
| 260 | _c2013 | ||
| 300 | _a21-39 | ||
| 520 | _aThe 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. | ||
| 653 | _aBRAND MANAGEMENT | ||
| 700 | _aBLOCK, MARTIN P | ||
| 773 |
_oP14781 _nM _933681 _011236 _tIUP: JOURNAL OF BRAND MANAGEMENT |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11712 _d11712 |
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