Customer/brand loyalty in an interactive marketplace

Don E. Schultz, Scott Bailey

Research output: Contribution to journalArticlepeer-review

79 Scopus citations


The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example.

Original languageEnglish (US)
Pages (from-to)41-52
Number of pages12
JournalJournal of Advertising Research
Issue number3
StatePublished - Jan 1 2000

ASJC Scopus subject areas

  • Communication
  • Marketing


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