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Antecedents and Consequences of Brand Loyalty
Publikacja
- S. Gupta
- B. Schivinski
- M. Brzozowska-Woś
- Handel Wewnętrzny - Rok 2017
The objective of this paper is to review, systematize, and summarize empirical research on the antecedents and consequences of brand loyalty. The literature review has identified five categories of antecedents to brand loyalty associated with consumer, brand, social, corporate and relational factors. The type of loyalty formed varies according to the combination of various antecedents, with premium loyalty being considered the...

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Towards the value-based design of on-line services
Publikacja
- M. Sikorski
- J. Wachowicz
- Rok 2009
The paper identifies economic factors shaping customer bahaviour in on-line services in two interrelated dimensions; (1) economic needs and requirements, relevant to expected benefits and values perceived by customers; (2) technical components, allowing technical realization of on-line services. Technical components were cathegorized into four groups, creating so-called VIPR model: Visual, Interactive, Process and Relationship-relevant...