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Transformation of consumer brand loyalty/website loyalty: a study of a multi-channel business and its website in the Taiwan e-commerce market

Wang, Huichih 2005. Transformation of consumer brand loyalty/website loyalty: a study of a multi-channel business and its website in the Taiwan e-commerce market. PhD Thesis, Cardiff University.

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Abstract

From the additudinal Website loyalty perspective, Internet marketing strategies of Website activities and loyalty scheme are recommended to fit the underlying different cognitive styles of the four consumer segments, namely, less-involved adaptors, more-involved adaptors, less-involved innovators, and more-involved innovators. In this way, managers will effectively and efficiently enhance consumers' attitudinal loyalty to the brand/Website and take full advantage of the Internet technology.

Item Type: Thesis (PhD)
Status: Unpublished
Schools: Business (Including Economics)
Subjects: H Social Sciences > HC Economic History and Conditions
Date of First Compliant Deposit: 30 March 2016
Last Modified: 10 Oct 2017 15:27
URI: http://orca.cardiff.ac.uk/id/eprint/55510

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