Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …

The cognitivist paradigm has dominated the past 50 years of consumer research. Cognitivist
theories have provided extensive insights into pre‐consumption behaviors (ie, information …

This study investigates whether and how gamification in loyalty programs (ie, gamified
loyalty programs) impacts consumer loyalty toward loyalty programs and behavioral …

Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …

Achieving customer loyalty is a primary marketing goal, but building loyalty and rea** its
rewards remain ongoing challenges. Theory suggests that loyalty comprises attitudes and …

Consumers of luxury brands have been described as seekers of products that can offer a
signaling value to present to others but also a value for their self-concepts in an existentialist …

This study examines the differential effects of the benefits customers receive from a loyalty
program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for high-and low …

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 …

As exemplary instruments of relationship marketing, loyalty programs are being
implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at …

Customer loyalty programs constitute an important customer relationship management tool,
adopted by multiple industries. This study investigates how customers perceive benefits from …