Do consumers buy own labels differently from the branded goods of manufacturers? Contrary to some of the beliefs currently held in the trade, own labels are found to be bought much like brands, and loyalty is only slightly above average. Usually, own labels are just one item in a repertoire:...

Customer loyalty presents a paradox. Many see it as primarily an attitude‐based phenomenon that can be influenced significantly by customer relationship management initiatives such as the increasingly popular loyalty and affinity programs. However, empirical research shows that loyalty in...

There is considerable interest and debate over the effectiveness of sales promotion. Previous studies have shown that sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This study explores and extends the congruency framework by...