This article explores the development of an e-business marketing model that capitalizes on customer participation and the likely consequences of such efforts, principally site brand loyalty. A conceptual model illustrates how consumers’ goals in visiting a website (task or experiential) affect their propensity to be site brand loyal and how characteristics of the site, including personalization...

The brand clutter in many product categories and increasing numbers of 5 similar products, some of which are deliberate look-alikes, make it more difficult for consumers to distinguish between brands, which can lead to more mistaken 10 and misinformed purchases. Moreover, increasing brand similarity is likely to influence important consumer outcomes. To examine this phenomenon, a perceived prod...

This study focuses on the impact of two antecedents of retailer personality (grasped by five personality traits: introversion, conscientiousness, agreeableness, sophistication and disingenuousness), on trust and attitude toward the private brand, as well as on one major consequence of these three concepts, loyalty to the retailer. Data were collected through a natural experiment on a convenienc...

The paper develops the idea that brand loyalty is a rational thing for a consumer to have. The reason is that a consumer’s experience with a brand creates user skills which make that brand more useful to the consumer than other brands, even though these, given the same experience, would be equally useful. In a brand switching model this implies that the consumer will switch brands only if there...

Very little is known empirically about customer loyalty to frequently-bought goods over the long term (e.g. over five years or more, or over hundreds of purchases). In this paper we first explore patterns of long-run loyalty in two very different markets; a consumer market – laundry detergents, and a more frequently-used quasi-industrial market – the prescribing of antihypertensive drugs. Secon...

There has been little research on how market disruptions affect customer–brand relationships and how firms can sustain brand loyalty when disruptions occur. Drawing from social identity theory and the brand loyalty literature, the authors propose a conceptual framework to examine these issues in a specific market disruption, namely, the introduction of a radically new brand.The framework focuse...

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