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Brand loyalty dissociation: How consumers navigate brand loyalty in the attention economy marketplace

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  • Ivanis, Milos

Abstract

Marketing needs to be aware of the complex nature of consumers' brand loyalty in today's attention-scarce marketplace. As such an environment poses significant challenges for consumers, they manifest and navigate brand loyalty in unique ways. An exploration of digital forums and lived experiences illuminates these navigation processes from an emic perspective.

Suggested Citation

  • Ivanis, Milos, 2025. "Brand loyalty dissociation: How consumers navigate brand loyalty in the attention economy marketplace," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 42(2), pages 24-30.
    • Handle: RePEc:zbw:hsgmrs:336957
    as

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    File URL: https://www.econstor.eu/bitstream/10419/336957/1/MRSG_2025_2_24_30.pdf
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    References listed on IDEAS

    as
    1. Daniel J Walters & Hal E Hershfield & J Jeffrey Inman & Rebecca K Ratner, 2020. "Consumers Make Different Inferences and Choices When Product Uncertainty Is Attributed to Forgetting Rather than Ignorance [Is Memory Schematic?]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 47(1), pages 56-78.
    2. Rebecca Walker Reczek & Julie R Irwin & Daniel M Zane & Kristine R Ehrich & Mary Frances LuceEditor & Darren DahlEditor & Page MoreauAssociate Editor, 2018. "That’s Not How I Remember It: Willfully Ignorant Memory for Ethical Product Attribute Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 45(1), pages 185-207.
    3. Theresa E. Miedema, 2018. "Consumer Protection in Cyber Space and the Ethics of Stewardship," Journal of Consumer Policy, Springer, vol. 41(1), pages 55-75, March.
    Full references (including those not matched with items on IDEAS)

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