Reciprocity within major retail purchase channels and their effects on overall, offline and online loyalty

•Reciprocal offline (online) image affects retailer, offline/online loyalty the most.•Reciprocal effects change depending on consumers’ prior offline/online experiences.•Contradictory cross-sectional results bias reciprocity effects.•Cross-lagged panel models are suitable for testing reciprocal rela...

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Veröffentlicht in:Journal of business research 2021-03, Vol.125, p.279-294
Hauptverfasser: Swoboda, Bernhard, Winters, Amelie
Format: Artikel
Sprache:eng
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