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From brand loyalty to e-loyalty: A conceptual framework (2001)
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| Venue: | Journal of Economic and Social Research |
| Citations: | 28 - 0 self |
BibTeX
@ARTICLE{Gommans01frombrand,
author = {Marcel Gommans and Krish S. Krishnan and Katrin B. Scheffold},
title = {From brand loyalty to e-loyalty: A conceptual framework},
journal = {Journal of Economic and Social Research},
year = {2001},
volume = {3},
pages = {43--58}
}
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Abstract
Abstract. With the rapid growth of E-commerce and on-line consumer shopping trends, the importance of building and maintaining customer loyalty in electronic marketplaces has come into sharper focus in marketing theory and practice. This paper integrates previous research in the field of brand loyalty to present a conceptial framework of "e-loyalty " and its underlying drivers. Implications for emarketing practice and future research directions are also presented. JEL Classification Codes: M310. Keywords: E-Loyalty; Brand Loyalty.
