Store Loyalty: a Relationship Perspective

Counter to mainstream definitions, findings suggest: not all store loyalty is similar in terms of strength and character; some store relationships not categorised as loyal are especially meaningful for the individual; some store relationships defined as loyal do not possess characteristics of commitment or relationship strength at all.


Helen Woodruffe-Burton and Susan Wakenshaw (2012) ,"Store Loyalty: a Relationship Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 293-295.


Helen Woodruffe-Burton, Newcastle Business school, Northumbria University, UK
Susan Wakenshaw, University of Warwick, UK


AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012

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