Preprintgreen2012

Rethinking Brand Loyalty in an Age of Interactivity

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

The assumption of customer brand loyalty is one of the major underpinnings of today’s marketing systems. Much professional and academic research is being conducted to determine how the new interactive communication systems might be used to increase or enhance brand loyalty. This exploratory study suggests that interactivity and the new interactive communication systems may actually be destroying, rather than enhancing, brand loyalty. The net promoter score is used as the criterion variable to identify brand loyalty and test the premise in two product categories, ready-to-eat cereal and salty snacks. Substantial growth in the ‘no brand preference’ category for both product areas is found. Suggestions are made for additional research to support/refute these initial findings, and if confirmed, how marketers should react and how research priorities should be changed.

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