“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
The role of brand equity in increasing buying interest
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DOI: 10.5267/j.msl.2021.3.009
Abstract: Article history: Received: December 10, 2020 Received in revised format: January 2 read more here.
Keywords: equity increasing; role brand; buying interest; brand equity ... See more keywords