Marketing Models of Service and Relationships
Marketing Science
Using Online Conversations to Study Word-of-Mouth Communication
Marketing Science
Customizing Promotions in Online Stores
Marketing Science
Exploring Loyalty Intention in the Electronic Marketplace
Electronic Markets
Online purchase intentions: A multi-channel store image perspective
Information and Management
Excess Loyalty in Online Retailing
International Journal of Electronic Commerce
Adding clicks to bricks: A study of the consequences on customer loyalty in a service context
Electronic Commerce Research and Applications
The effects of website familiarity on website quality and intention to use
HCI International'13 Proceedings of the 15th international conference on Human Interface and the Management of Information: information and interaction design - Volume Part I
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In this study we compare consumer brand loyalty in online and traditional shopping environments for over 100 brands in 19 grocery product categories. The online purchase data come from a large traditional grocery retailer that also operates an online store for its products. The offline data corresponds to the exact same brands and categories bought in traditional stores by a panel of homes operated by ACNielsen for purchases made in the same city and over the same time period. We compare the observed loyalty with a baseline model, a new segmented Dirichlet model, which has latent classes for brand choice and provides a very accurate model for purchase behavior. The results show that observed brand loyalty for high market share brands bought online is significantly greater than expected, with the reverse result for small share brands. In contrast, in the traditional shopping environment, the difference between observed and predicted brand loyalty is not related to brand share.