“Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept
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DOI: 10.1016/j.jretconser.2017.05.007
Abstract: 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… read more here.
Keywords: brand concept; role brand; hierarchical loyalty; loyalty ... See more keywords
Investigating feedback effects in the field of brand extension using brand concept maps
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DOI: 10.1108/bjm-02-2017-0031
Abstract: Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information… read more here.
Keywords: brand concept; concept maps; feedback effects; brand ... See more keywords
Doing well when doing good: the fit between corporate sponsorship and brand concept
Sign Up to like & getrecommendations! Published in 2018 at "Journal of Consumer Marketing"
DOI: 10.1108/jcm-03-2017-2156
Abstract: Purpose Firms are now investing heavily in sponsorship, yet much of this sponsorship fails to deliver the expected positive outcomes to firms. This paper aims to address this problem by taking into consideration the nature… read more here.
Keywords: brand concept; sponsorship; consumer; brand ... See more keywords