• A critical review of theories underlying relationship marketing in the context of explaining consumer relationships

      De Wulf, Kristof; Odekerken-Schröder, Gaby (Journal for the Theory of Social Behaviour, 2001)
    • Assessing the Impact of a retailer's Relationship Efforts on Consumers' Attitudes and Behavior

      De Wulf, Kristof; Odekerken-Schröder, Gaby (Journal of Retailing and Consumer Services, 2003)
    • Consumer Perceptions of store brands versus national brands

      De Wulf, Kristof; Odekerken-Schröder, Gaby; Goedertier, Frank; Van Ossel, Gino (Journal of Consumer Marketing, 2005)
      Purpose The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third, they want to find out whether store patronage has an influence on perceived brand equity of store versus national brands. Design/methodology/approach A total of 225 consumers were involved in a repeated measures design involving two within‐subject factors: a blind and non‐blind taste test of five orange juice brands. Across our three objectives, we describe the impact of the retailers' positioning strategies on the results generated. Findings The results confirm the common belief that private label products can offer the same or even better quality than national brands, but at a lower price. Originality/value Until now, hardly any study incorporates the differences in positioning objectives of retailers and national brand manufacturers. Nevertheless, as is true for any brand, positioning of a store brand can exert an important influence on its performance.
    • Investments in consumer relationships: a critical reassessment and model extension

      Odekerken-Schröder, Gaby; De Wulf, Kristof; Van Kenhove, Patrick (International Review of Retail, Distribution and Consumer Research, 2003)
    • Investments in consumer relationships: a cross-country and cross-industry exploration

      De Wulf, Kristof; Odekerken-Schröder, Gaby; Iacobucci, D. (Journal of Marketing, 2001)
    • Is Gender Stereotyping More Prevalent in Masculine Countries? A Cross-National Analysis

      Odekerken-Schröder, Gaby; De Wulf, Kristof; Hofstee, Natascha (International Marketing Review, 2002)
      The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. This is considered important, as advertising is generally more influential than literature in spreading stereotypical ideas, given its high accessibility. Moreover, the way in which sexes are portrayed in advertising affects people's perceptions of gender roles in real life. Using content analysis, we collected empirical data on gender stereotyping of women depicted in 946 printed advertisements from two European countries widely differing in their level of masculinity - the UK and the Netherlands. The results indicate that a country's masculinity index is hardly related to the use of gender stereotyping in printed advertising, potentially implying that other factors underlie the use of gender stereotyping.
    • Kenmerken van succesvolle loyaliteitsprogramma's

      Odekerken-Schröder, Gaby; Van Oppen, C.; De Wulf, Kristof; De Cannière, Marie (Tijdschrift voor Marketing, 2001)
    • Pourquoi participer aux programmes de fidélisation?

      De Wulf, Kristof; Odekerken-Schröder, Gaby; De Cannière, Marie; Van Oppen, C. (Marketeer, 2001)
    • Strengthening outcomes of retailer-consumer relationships, The dual impact of relationship marketing tactics and consumer personality

      Odekerken-Schröder, Gaby; De Wulf, Kristof; Schumacher, P. (Journal of Business Research, 2003)
      Literature suggests that strong relationship outcomes not only depend upon successful relationship marketing tactics, but also upon consumer personality. Based upon face-to-face interviews with 246 visitors of a German shopping mall, reporting on their relationships with beauty product retailers, this study contributes to relationship marketing literature in three ways. First, we demonstrate that different relationship marketing tactics have a differential impact on the overall perceived loyalty efforts retailers are making (customer retention orientation). Second, it indicates that product category involvement as a personality trait underlies a consumer's intrinsic proneness to engage in retail relationships (consumer relationship proneness). Third, it reveals that the strength of relationship outcomes depends upon both customer retention orientation and consumer relationship proneness.
    • The impact of quality on store loyalty: a contingency approach

      Odekerken-Schröder, Gaby; De Wulf, Kristof; Kleijnen, M. (Total Quality Management & Business Excellence, 2001)
      This study's prime interest is to assist retail managers in deciding where they are likely to get the greatest response to their expenditures on quality improvement. An empirical test involving 287 consumers reporting on a wide array of stores assesses whether the relationship between three quality dimensions (technical quality, functional quality, and relational quality) and store loyalty is moderated by age, gender and store size. The structural equation model indicates that relational quality is the prime driver of store loyalty, seemingly overruling the impact of technical quality and functional quality. Most importantly, the results suggest that older consumers are relatively more strongly affected by technical quality than younger consumers. Another interesting finding is that retailers reap more benefits from their quality investments if they offer relational quality to female as opposed to male consumers. Store size was not found to mitigate the impact of the quality dimensions investigated.
    • What drives consumer participation to loyalty programs? A conjoint analytical approach

      De Wulf, Kristof; Odekerken-Schröder, Gaby; De Cannière, Marie; Van Oppen, C. (Journal of Relationship Marketing, 2003)
    • Winkeltrouw bevorderen via relatiemarketing

      Odekerken-Schröder, Gaby; De Wulf, Kristof; Hoekstra, J.C.; Kasper, J.D.P.; Commandeur, Harry (MAB, 2000)