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The Effects of Advertising on High and Low Loyalty Consumer Segments

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  • Raj, S P

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  • Raj, S P, 1982. "The Effects of Advertising on High and Low Loyalty Consumer Segments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(1), pages 77-89, June.
    • Handle: RePEc:oup:jconrs:v:9:y:1982:i:1:p:77-89
    DOI: 10.1086/208898
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    Cited by:

    1. Olubunmi Obioha, 2022. "External exigencies and customer loyalty nexus in Nigeria retail banks," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(6), pages 127-137, September.
    2. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    3. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    4. Raithel, Sascha & Taylor, Charles R. & Hock, Stefan J., 2016. "Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects," Journal of Business Research, Elsevier, vol. 69(9), pages 3788-3794.
    5. Galeotti, Andrea & Moraga-González, José Luis, 2008. "Segmentation, advertising and prices," International Journal of Industrial Organization, Elsevier, vol. 26(5), pages 1106-1119, September.
    6. Byun, Kyung-Ah (Kay) & Duhan, Dale F. & Dass, Mayukh, 2020. "The preservation of loyalty halo effects: An investigation of the post-product-recall behavior of loyal customers," Journal of Business Research, Elsevier, vol. 116(C), pages 163-175.
    7. Kim, Ho & Bruce, Norris I., 2018. "Should sequels differ from original movies in pre-launch advertising schedule? Lessons from consumers' online search activity," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 116-143.
    8. Alexander Nagel & Philipp Sandner, 2015. "Evaluation Of New Generic Top Level Domains From A Brand And A Trademark Perspective," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 93-112.
    9. Chun (Martin) Qiu & Demetrios Vakratsas & Filippo Dall’Olio, 2019. "Advertising Originality Decisions in Competition," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 6(1), pages 13-25, June.
    10. Webley, Paul & Lewis, Alan & Mackenzie, Craig, 2001. "Commitment among ethical investors: An experimental approach," Journal of Economic Psychology, Elsevier, vol. 22(1), pages 27-42, February.
    11. Dr. Makarand Upadhyaya, 2015. "The Impact of Humorous Television Advertisement in Customer Opinion in Bahrain," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 6(3), pages 20-25, September.
    12. G. D’Amico & R. Blasis & V. Vigna, 2024. "Advertising investments on television: real option estimation through Markov chains," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4661-4678, October.
    13. Joaquin Sanchez & Carmen Abril & Michael Haenlein, 2020. "Competitive spillover elasticities of electronic word of mouth: an application to the soft drink industry," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 270-287, March.
    14. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.

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