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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Building Relationships Through Incentive Programs

Continental Airlines has its One Pass program for frequent flyers to accumulate miles for free airfare. American Express has a frequent buyer program that turns into “membership miles,” and the Discover card is famous for giving back a percentage of purchases to its card carriers. It’s all about rewarding the loyal consumer for a faithful relationship with a brand. This is the well-known incentive or reward program that is also illustrated in the form of sweepstakes, giveaways, contests, and freebies. Incentive programs have made it to the Internet, and cyberbrands are rewarding online consumers for frequent visits to Web sites, answering surveys and polls, participating in contests, and, of ...

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