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| Tekijä: | Liebermann, Y. |
| Otsikko: | Membership clubs as a tool for enhancing buyers' patronage |
| Lehti: | Journal of Business Research
1999 : JUL, VOL. 45:3, p. 291-297 |
| Asiasana: | Advertising Brand loyalty Customers USA |
| Vapaa asiasana: | Wholesale clubs Membership |
| Kieli: | eng |
| Tiivistelmä: | One of the central tools for enhancing brand / outlet loyalty both in durables and nondurables consumer markets is membership clubs (MC). This study examines effects of several membership behaviour variables on three loyalty dimensions of members in such clubs. The study shows that three variables have positive effect on loyalty: membership in a single MC, joining the MC actively, and overall participation rate in club activities. |
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