Loyalty: The Influences of Satisfaction and Brand Community Integration

Autor:	Stephen Keysuk Kim, Scott D. Roberts, James H. McAlexander
Rok vydání:	2003
Předmět:	Marketing business.industry Native american media_common.quotation_subject Advertising Loyalty business model Consumer experience Brand management Brand community Loyalty Marketing theory business Qualitative research media_common
Zdroj:	Journal of Marketing Theory and Practice. 11:1-11
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2003.11658504
Popis:	This paper empirically explores the relative impacts of satisfaction, brand community integration, and consumer experience on customer loyalty as expressed by future purchase intentions and behavior. Data drawn from qualitative research and a survey of 1000 patrons of a Native American casino who indicate a willingness to engage in formal marketing relationships indicate that satisfaction yields to brand community integration as a key driver of loyalty. We discuss important implications of the findings for marketing theory and practice.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::1664cf6191618fc81862526a0540b38a https://doi.org/10.1080/10696679.2003.11658504 Zobrazit plný text záznamu Plný text ve formátu PDF