One size doesn't fit all. Exploring marketing strategies for influencing three dimensions of brand loyalty

Russell-Bennett, Rebekah, Worthington, Steve, & Hartel, Charmine (2009) One size doesn't fit all. Exploring marketing strategies for influencing three dimensions of brand loyalty. In Proceedings of the Academy of Marketing Conference 2009, Leeds Metropolitan University.

Published Version (PDF 3MB)

View at publisher

Abstract

Brand loyalty is a concept that has garnered considerable interest over recent years from both marketing practitioners and academics alike. While marketers are primarily interested in ways they can generate and increase brand loyalty from their customers, academics strive to conducts research which investigates the antecedents and consequences of customer loyalty (See DeWitt, Nguyen and Marshall 2008; Russell-Bennett, McColl-Kennedy and Coote 2007).

Citations:

Search Google Scholar™

Citation countsare sourced monthly from Scopus and Web of Science citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

296 since deposited on 13 Nov 2009

23 in the past twelve months

Full-text downloadsdisplays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

More statistics...

ID Code:	28572
Item Type:	Conference Paper
Keywords:	Brand loyalty, Marketing, Strategy
Subjects:	Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions:	Current > QUT Faculties and Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner:	Copyright 2009 the authors.
Deposited On:	13 Nov 2009 11:57
Last Modified:	11 Aug 2011 04:26

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page