Purpose – Aims to examine the effectiveness of UK supermarkets in transferring store loyalty to online loyalty. Design/methodology/approach – An online survey of university staff is used to test both the brand equity proposition that loyal customers are more likely to adopt brand extensions,...

Despite the growing body of literature on online loyalty issues, little research hasbeen conducted on the link between relationship quality (RQ) and customer loyaltyin the context of Internet grocery shopping. The existing literature on electronicretailing does not explain the differences in...