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Research limitations/implications

The study focused on one industry, the UK retail bank industry, in order to enhance one's understanding and knowledge regarding the IM theory and practice. This needs to be taken into consideration in generalising the findings to other sectors and geographic markets.

Practical implications

The research shows that the banks studied have adopted IM due to realising that employees represent a valuable source for building and differentiating the corporate brand, since they have a powerful impact on consumers' perceptions of both the brand and the organisation. The IM perspective has the potential to integrate all staff in the branding process and creat an organisational culture that sets the foundation for building a strong corporate brand.

Originality/value

The current literature on IM has revealed that there is no universally accepted and adopted IM programme and that those organisations that have adopted IM have developed their own "custommade" approaches. The paper reveals the IM implementation approach adopted by the UK retail banks studied.

chapter 200

As retailers offer multiple channels in response to competitive pressures, switching costs incurred by both retailers and consumers will shape the evolution of retailing channels. In this paper we examine propositions regarding channel loyalty, channel switching, order size, and merchandise returns based on purchase data from a specific catalog retailer that has expanded its channels to include Internet shopping. The data for this retailer shows that all four groups of customersthose who entered the database as catalog buyers, as store buyers, as Internet buyers, and as non-buyersused multiple channels. Switching solely to this established catalog retailer's new Internet channel appears to be more difficult for consumers than relying on two or more channels. The use of multiple channels is greatest among those who entered as Internet customers, reflecting their lower risk-aversion and lower learning costs. Since the database contained only transactional information, we can make limited inferences about customers' underlying characteristics and motivations that influence their purchase behaviors. We draw case-specific inferences and eschew generalization. Other retailers' experiences will be affected by their own past strategies and costs and not just by the general characteristics of the channels.

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Does central vertigo decrease with time?

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Does the absence of nystagmus in Hallpike's manoeuvre exclude benign

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clinical picture and an absence of other possibilities? Does wearing

Frenzel's goggles increase sensitivity?

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With Mnire's disease, what steps should be taken:

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