Status demotion in hierarchical loyalty programs and its effects on switching: Identifying mediators and moderators in the Chinese context
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DOI: 10.1016/j.jbusres.2018.11.010
Abstract: Abstract Hierarchical loyalty programs (HLPs) are widespread across many service industries; however, research on the effects of status demotion in an Eastern cultural context is relatively scant. Based on the psycho-evolutionary theory of emotions, the… read more here.
Keywords: status; chinese context; hierarchical loyalty; loyalty programs ... See more keywords
“Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Retailing and Consumer Services"
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