By Irvine Clarke
There are various demanding situations dealing with agencies this present day as they contain digital advertising tools into their method. Advances in digital advertising examines those demanding situations inside of 3 significant topics: the worldwide setting, the strategic/technolo
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23) which implies strong affective and behavioral commitment to the company. However, this view is not universally held. For example, Assael (1987) argues that they are synonymous and represent each other. In this chapter, we subscribe to the former school of thought where the notion of e-consumer loyalty includes both attitudinal and behavioral loyalty. This is consistent with Oliver (1999), where e-loyalty herein is defined as “A deeply held intention to repurchase a preferred product/service consistently from a Copyright © 2005, Idea Group Inc.
Transaction cost economics and organization theory. J. Smelser & R. ), The handbook of economic sociology (pp. 77-107). Princeton, NJ: Princeton University Press. , & Abel, I. (2002). So you want to get involved in e-commerce. Industrial Marketing Management, 31(2), 85-94. Copyright © 2005, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. TEAM LinG - Live, Informative, Non-cost and Genuine ! , & Gunther, J. (2002).
Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209-21. A. (2002). Consumer response to Web sites and their influence on advertising effectiveness. Internet Research: Electronic Networking Applications and Policy, 12(4), 318-28. B. (2001). Characterizing online buyers: Who goes with the flow? Quarterly Journal of Electronic Commerce, 2(3), 189-197. R. (1998). Theory and measurement of consumer innovativeness. European Journal of Marketing, 32(3/4), 340-53.
Advances in Electronic Marketing by Irvine Clarke