Explaining customer store loyalty in emerging markets, in particular Hispanic markets, is the main purpose of this paper. Acknowledging that there have been many attempts to better understand customer store loyalty, this study employs an explanation chain and, thus, a model describing key...

Previous studies show how strategies based on the customer lifetime value (CLV) can lead to an increase of profitability for a firm. In this context, marketing serves the purpose of maximizing CLV and customer equity (the CLV of current and future customers). For most types of service firms,...

Most brand extension studies follow the assumption that brand extensions use the full original parent brand name (e.g., Oral-B tooth brush may extend to Oral-B dental floss). However, some companies use derived brand names in their brand extension strategies (e.g. Nestea Iced Tea). This study...

La globalización y el entorno altamentecompetitivo exigen a las empresasestar orientadas al mercado y gestionarsu cartera de clientes como un activoestratégico clave para aumentarla rentabilidad del negocio y lograruna ventaja competitiva sostenible enel tiempo. El objetivo de este artículoes...