'Make me feel special': Are hierarchical loyalty programs a panacea for all brands? The role of brand concept
| Autor: | Aïda Mimouni Chaabane, Virginie Pez |
|---|---|
| Přispěvatelé: | Théorie économique, modélisation et applications (THEMA), Centre National de la Recherche Scientifique (CNRS)-CY Cergy Paris Université (CY) |
| Rok vydání: | 2017 |
| Předmět: |
Marketing
business.industry Brand awareness media_common.quotation_subject Loyalty program 05 social sciences Advertising [SHS.ECO]Humanities and Social Sciences/Economics and Finance Brand management Congruence (geometry) Extant taxon Perception 0502 economics and business Loyalty 050211 marketing Business Brand equity 050203 business & management media_common |
| Zdroj: | Journal of Retailing and Consumer Services Journal of Retailing and Consumer Services, Elsevier, 2017, pp.108-117. ⟨10.1016/j.jretconser.2017.05.007⟩ |
| ISSN: | 0969-6989 |
| DOI: | 10.1016/j.jretconser.2017.05.007 |
| Popis: | Despite extant literature, the most effective structure of loyalty programs is still heavily questioned among researchers. Building on the congruence principle, we examine the moderating role of brand concept. Our findings reveal that for symbolic brand concepts, customers perceive hierarchical loyalty program structures (which classify customers into tiers according to spending levels or other purchase activities) to be more congruent; this perception increases firm loyalty intentions. However, for functional brand concepts, customers perceive hierarchical and linear loyalty programs structures as equally congruent. Also for symbolic brand concepts, program structure appears as the most important feature in ensuring perceived congruence between a program and a brand, ahead of program benefits. These findings have important theoretical and managerial implications. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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