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This paper details an alternate methodology that permits the consumer decision process to be observed without the constraint of model phases or 'sets'. A new custom-developed computerised process tracing methodology is utilised, identifying the decision wave boundaries in a durable product...
Persistent link: https://www.econbiz.de/10009481387
Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture...
Persistent link: https://www.econbiz.de/10009437698
The aim of this paper is to present the empirical tests of two measures of attitudinal brand loyalty to identify if they are items of a single construct or two distinct constructs. These two measures are an individual's propensity to be brand loyal, and attitude towards the act of purchasing a...
Persistent link: https://www.econbiz.de/10009437702
The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes. Design/methodology/approach - This paper reviews the literature on CSR effects and satisfaction, noting gaps in the literature. Findings - A series of propositions is put...
Persistent link: https://www.econbiz.de/10009448686