Many empirical regularities in the buying behavior of consumers have been linked together
into a comprehensive model, the Dirichlet. In this paper we list some of the well-established …

This article provides observations on the state of the art in marketing research during 1987-
1997. As such, it updates the earlier state-of-the-art review by Malhotra (1988), which won …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

The authors examine two aspects of brand loyalty, purchase loyalty and attitudinal loyalty, as
linking variables in the chain of effects from brand trust and brand affect to brand …

Branding has emerged as a top management priority in the last decade due to the growing
realization that brands are one of the most valuable intangible assets that firms have. Driven …

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based
phenomenon that can be influenced significantly by customer relationship management …

Do Customer Loyalty Programs Really Work? MIT Sloan Management Review Logo Menu
Search Topics Our Research Spotlight Magazine Webinars & Podcasts Subscribe Now Save …

Building strong brands has become a marketing priority for many organisations. The
presumption is that building a strong brand yields a number of marketing advantages. In this …

Loyalty programs are currently increasing in popularity around the world. This paper
discusses the potential of loyalty programs to alter the normal market patterns of repeat …

Market share and customer satisfaction are often used to assess marketing performance.
Despite the widespread assumption of a positive relationship between these two variables …