Chapter 8

Brand Loyalty Programs

Brand Loyalty Programs: Purpose

Before investing in the creation and promotion of a brand loyalty ­program, marketers need to assess whether their target market will respond to the concept and elements of the program. And since all ­industries are not ­created equal, they need to discover exactly which elements will induce consumers to participate in the program and increase their level of loyalty to the brand or organization.

Brand Loyalty Programs: Structure and Description

Billions of money have been invested worldwide in building customer satisfaction levels, which have been shown to be related to brand loyalty. The work of Bae (2012) concludes that “firms can choose a certain level of customer loyalty by ...

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