RT Journal Article SR Electronic T1 Customer/Brand Loyalty in an Interactive Marketplace JF Journal of Advertising Research JO J Advert Res FD WARC SP 41 OP 52 DO 10.2501/JAR-40-3-41-52 VO 40 IS 3 A1 Don E Schultz A1 Scott E Bailey YR 2000 UL http://www.journalofadvertisingresearch.com/content/40/3/41.abstract AB 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.