Loyalty programmes (LPs) have increased in number and popularity, but their effects on
customer behaviour remain equivocal, due to a lack of understanding of the drivers of LP …

A review of the extant literature reveals that the theoretical underpinnings of the majority of
loyalty program research rest on psychological mechanisms from three specific domains …

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer
Satisfaction, this is the definitive text on the meaning, causes, and consequences of …

Purpose–The purpose of this paper is to propose and test a model to better understand
brand equity. It seeks to investigate the effects of this construct on consumers' responses …

Loyalty programs are a ubiquitous marketing tactic, yet many of them perform poorly and the
reasons for loyalty program failure remain unclear to both marketing managers and …

The goal of this preface is to describe how the special section on customer relationship
management (CRM) was developed. In May 2003, Richard Staelin, Executive Director of the …

Retailers confront a seemingly impossible dual competitive challenge: grow the top line
while also preserving their bottom line. Innovations in pricing and promotion provide …

It is widely believed that increasing the equality of material possessions or income in a
social group should lead people at the bottom of the distribution to consume less and save …

A basic yet crucial question is: why should the firm engage in database marketing? We
discuss three fundamental motivations: enhancing marketing productivity, creating and …

One of the pressing issues in marketing is whether loyalty programs really enhance
behavioral loyalty. Loyalty program members may have a much higher share-of-wallet at the …