Browsing by Subject "Internet shopping"
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Item A strategic approach to building online customer loyalty: Integrating customer profitability tiers(Emerald, 2006) Pitta, Dennis A; Franzak, Frank; Fowler, DaniellePurpose – The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993-2006) theoretical works in consumer loyalty and ongoing case developments in internet practice. Findings – Provides information and action approaches to consumer marketers that may increase the success providing want satisfying market offerings. Outlines the costs and benefits of some online customer loyalty building practices. By integrating the literature supporting lifetime customer value with the literature concerned with generating online customer relationships, it provides a pathway to profitable relationships. It also exposes the unintended problems that some online customer loyalty initiatives may create. Research limitations/implications – The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Practical implications – Uncovers a previously unreported strategy for generating profitable online customer loyalty. Originality/value – This paper describes the nature and application of customer value tiers to an important marketing process. It offers the potential of increasing marketing success by allowing firms to maximize the value of their scarce service resources by serving profitable customers.Item Using financial analysis to assess brand equity(Emerald, 2013) Isberg, Steven; Pitta, Dennis APurpose ‐ The purpose of this article is to describe a method of assessing brand equity quantitatively. Design/methodology/approach ‐ The article describes an example of analysis using publicly available financial data to assess brand equity. Findings ‐ Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity. Research limitations/implications ‐ As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability. Practical implications ‐ The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy. Originality/value ‐ The work describes a technique not widely publicized in the brand literature.