Question

Topic: Branding

Sources Of Information In Academic Article?

Posted by Anonymous on 7/3/2008 at 8:29 PM ET 125 Points
Dr. R. K. Srivastava of the University of Mumbai wrote an article in Volume 11, Number 1 of the 2007 issue of the Academy of Marketing Studies Journal titled "Determination of brand loyalty factors age group 18-24." The second paragraph on page three makes statements such as "Research has shown that solely loyal customers rarely make up more than 20% of the total customer buying" and "...research has shown that solely loyal customers buy less..." There are no citations in the paragraph mentioned. Most of his other statements are cited. Does anyone know the sources of this information?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/4/2008 at 9:01 AM Accepted
    I believe this is from:

    The impact of marketing communication and price promotion on brand equity.

    Authors: Villarejo-Ramos, Angel F1; Sánchez-Franco, Manuel J
    Source: The Journal of Brand Management, Volume 12, Number 6, 1 August 2005 , pp. 431-444(14)
    Publisher: Palgrave Macmillan

    https://www.ingentaconnect.com/content/pal/bm/2005/00000012/00000006/art000...
  • Posted on 7/5/2008 at 2:36 PM Author
    Thank you for your reply. I'll read it in ProQuest. Do you find it interesting that he makes these statements without citation in an academic journal?
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