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Title: Transformation of consumer brand loyalty/website loyalty : a study of multi-channel business and its Website in the Taiwan e-commerce market
Author: Wang, Huichih
ISNI:       0000 0004 2747 1355
Awarding Body: Cardiff University
Current Institution: Cardiff University
Date of Award: 2005
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From the additudinal Website loyalty perspective, Internet marketing strategies of Website activities and loyalty scheme are recommended to fit the underlying different cognitive styles of the four consumer segments, namely, less-involved adaptors, more-involved adaptors, less-involved innovators, and more-involved innovators. In this way, managers will effectively and efficiently enhance consumers' attitudinal loyalty to the brand/Website and take full advantage of the Internet technology.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available