%0 Journal Article %A Don E Schultz %A Scott E Bailey %T Customer/Brand Loyalty in an Interactive Marketplace %D 2000 %R 10.2501/JAR-40-3-41-52 %J Journal of Advertising Research %P 41-52 %V 40 %N 3 %X The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A planning matrix is presented and illustrated with a case example. %U https://www.journalofadvertisingresearch.com/content/jadvertres/40/3/41.full.pdf