The growing number of academic studies about online customer loyalty shows that diversity, if not divergence, exists regarding the measurement and conceptualization of online loyalty. By multiplying the theoretical foundations for the study of online loyalty, researchers have identified...

This paper explores the persuasive effects of different commercials for an analgesic on members of different age groups. Commercial content was manipulated to be either of (a) factual or (b) evaluative. The impact of these two contents was assessed on members of two different age groups: young...