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| Tekijä: | Danaher, P. J. Wilson, I. W. Davis, R. A. |
| Otsikko: | A comparison of online and offline consumer brand loyalty |
| Lehti: | Marketing Science
2003 : VOL 22:4, p. 461-476 |
| Asiasana: | BRAND CHOICE BRAND LOYALTY ELECTRONIC SHOPPING MODELS PROBABILITY |
| Kieli: | eng |
| Tiivistelmä: | This article compares consumers brand loyalty in electronic and traditional shopping environment. Over 100 brands in 19 product categories are tested in electronic and traditional shopping environment. Data from online purchasing comes from a grocery retailer who also acts an online store for its products. Offline data from products is equivalent with online brand and categories. Products are purchased in the same city and in the same time period. The results are compared to a new segmented purchase behavior model. |
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