Relationship Marketing in Consumer Markets: Antecedents                    and Consequences

Sheth, Jagdish N.; Parvatiyar, Atul

doi:10.4135/9781452231310.n7

Cited by 164 publications

(182 citation statements)

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“…To address these complexities the author decided to look at the business of loyalty within the football sector, where loyalty is a highly meaningful concept within its customer base. 4,5 The literature contains studies of a similar type, although comparisons between football and mainstream sectors were the subject of Parker and Stuart's work. 6 Parker and Stuart quite rightly pointed out the importance of researching football supporters, describing how important football is in many people's lists of life's priorities.…”

Section: Comparing the Loyalty Of Different Sectorsmentioning

confidence: 99%

The loyalty of football fans — We'll support you evermore?

Tapp

2004

J Database Mark Cust Strategy Manag

102

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Section: Comparing the Loyalty Of Different Sectorsmentioning

confidence: 99%

The loyalty of football fans — We'll support you evermore?

Tapp

2004

J Database Mark Cust Strategy Manag

102

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“…Em sua maioria, os trabalhos acadêmicos de Marketing de Relacionamento com o foco em mercados de consumo têm enfatizado a perspectiva do fornecedor, e, de certa maneira, negligenciado a perspectiva do cliente (BENDAPUDI; BERRY, 1997;SHETH;PARVATIYAR, 1995). Uma das grandes contribuições deste artigo, tanto teóricas quanto práticas, estão na busca da visão do consumidor quando esta é parte em um processo de relacionamento.…”

Section: Introductionunclassified

Commitment and Loyalty in Banking Services: Two Constructs or Two Dimensions of the Same Construct?

Prado

Santos

2008

RAI

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[Brasil] Resumo Em diversos artigos que procuram mensurar os resultados de um relacionamento com o consumidor, os construtos da Lealdade e do Comprometimento são utilizados de forma independente e, em outros casos, indiscriminadamente. Mesmo nas suas definições conceituais, não existe concordância sobre a discriminação entre eles. Assim, este artigo visa discutir e verificar com dados empíricos a relação entre os conceitos do Comprometimento e da Lealdade em um processo de relacionamento com prestação de um serviço contínuo. Em seus resultados, mostra-se que o Comprometimento pode ser considerado uma dimensão da Lealdade (Lealdade Atitudinal). Palavras-chave:Lealdade; Comprometimento; Relacionamento com consumidor. RAI -Revista de Administração e Inovação

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“…These effects are obviously magnified when considered in context of extremely competitive markets (Agrawal & Kamakura 1995;Barney 1995;Silvera & Austad 2004;Ghodeswar 2008), and product categories associated with concepts of style, status and seasonal new product development (Sheth 1995;Erdem & Keane 1996;Bush et al 2004;Carroll 2009). …”

Section: Historical Context and Contemporary Rolementioning

confidence: 99%

An Examination of Contemporary Celebrity Endorsement in Fashion

Wigley¹

2015

ijcf

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This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

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Relationship Marketing in Consumer Markets: Antecedents and Consequences

Cited by 164 publications

References 0 publications

The loyalty of football fans — We'll support you evermore?

The loyalty of football fans — We'll support you evermore?

Commitment and Loyalty in Banking Services: Two Constructs or Two Dimensions of the Same Construct?

An Examination of Contemporary Celebrity Endorsement in Fashion

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