This study includes information technology (IT) related industries as the focus and aims to examine the antecedents of retailer loyalty toward brand owners by simultaneously investigating push and pull effects in the channel system. The study interviews 274 independent retailers who sell IT...

This study examines how consumers use the techniques of neutralization to rationalize their multichannel research shopping behaviors in terms of different product purchasing situations and different groups of consumers. Empirical results support the following conclusions. Both students and...