Developing a cost-effective brand loyalty program

2003 ◽  
Vol 43 (3) ◽  
pp. 301-309 ◽  
Author(s):  
Brian Wansink
Keyword(s):  
Brand Loyalty ◽  
Cost Effective ◽  
Loyalty Program

scholarly journals The Effect of Emotional Branding on Word-Of-Mouth: Evidence from Indonesia

2018 ◽  
Vol 6 (4) ◽  
pp. 140-146
Author(s):  
Vita Briliana ◽  
Nurti Widayati
Keyword(s):  
Brand Loyalty ◽  
Word Of Mouth ◽  
Sampling Technique ◽  
Cost Effective ◽  
Positive Influence ◽  
Jel Classification ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Brand Love

Objective - The purpose of this paper is to explore how brand love affects consumers' brand trust, brand loyalty and word-of-mouth promotion towards an online public transport app in Jakarta, Indonesia. GO-JEK is a cost-effective, transport-based application that is used by passengers in Indonesia. Methodology/Technique - This research uses a purposive sampling technique to select 380 GO-JEK users. Partial least square version 3.0 analysis was used to analyze the data collected through the questionnaires. Findings - The study reveals that brand love, brand trust and brand loyalty have a positive influence on word-of-mouth advertising. Novelty - Brand love strongly influences brand trust, followed by brand loyalty and word-of-mouth. Type of Paper - Empirical. Keywords: Brand Love; Brand Loyalty; Brand Trust; Word-of-mouth. JEL Classification: M30, M31, M39.

Predicting the Relationships Between Narrative Transportation, Consumer Brand Experience, Love and Loyalty in Video Storytelling Advertising

2021 ◽  
Vol 16 (1) ◽  
pp. 7-26
Author(s):  
Kenneth C. C. Yang ◽  
Yowei Kang
Keyword(s):  
Structural Equation Model ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Cost Effective ◽  
Equation Model ◽  
Brand Experience ◽  
Television Commercials ◽  
Narrative Transportation ◽  
Video Advertising ◽  
Long Form

Storytelling video advertising has emerged as a cost-effective creative technique to engage consumers with an advertised brand. Unlike traditional television commercials and print ads, long-form video ads can persuade consumers with an authentic and engaging brand story to develop favourable branding outcomes. Using a structural equation model with SPSS Amos 25.0, we empirically tested the effects of narrative transportation evoked by video storytelling ads on brand sensory, intellectual, behavioural experience, brand love, and brand loyalty. Our findings support the relationships between ad-elicited narrative transportation and branding outcomes across different product types. Discussions and implications are provided.

Designing Loyalty-Building Programs for Packaged Goods Brands

2002 ◽  
Vol 39 (2) ◽  
pp. 202-213 ◽  
Author(s):  
Michelle L. Roehm ◽  
Ellen Bolman Pullins ◽  
Harper A. Roehm
Keyword(s):  
Brand Loyalty ◽  
Loyalty Programs ◽  
Brand Associations ◽  
Loyalty Program ◽  
Packaged Goods ◽  
Series Of Experiments

The authors investigate the effects of loyalty programs on loyalty to packaged goods brands. Findings from a series of experiments indicate that the incentive that is offered in a loyalty program is important to whether the program succeeds or fails at building brand loyalty. The data reported suggest that incentives that have overlap with brand associations, which the authors term cue-compatible incentives, can prompt rehearsal that increases the accessibility of favorable brand associations. This, in turn, helps boost postprogram loyalty. At the same time, incentives that are tangible or concrete can undermine postprogram loyalty. This seems to occur because elaboration is attracted to the incentive at the expense of the brand. Incentive associations may thus gain in accessibility and interfere with access to brand associations.

Loyalty Program, Store Satisfaction and Starbuck’s Brand Loyalty Among the Millennial

2017 ◽  
Vol 23 (8) ◽  
pp. 7420-7423
Author(s):  
Ahmad Armim Ramadan ◽  
Jati Kasuma ◽  
Yusman Yacob ◽  
Irwan Shahrinaz ◽  
Dayang Hummida Abang Abdul Rahman
Keyword(s):  
Brand Loyalty ◽  
Loyalty Program

scholarly journals The Factor Influencing Brand Loyalty in Fashion Industry among Generation Y in Malaysia

2018 ◽  
Vol 13 (4) ◽  
pp. 201
Author(s):  
Dilashenyi Devi Selvarajah
Keyword(s):  
Generation Y ◽  
Brand Loyalty ◽  
Cost Effective ◽  
Operating Costs ◽  
Market Segment ◽  
Marketing Theory ◽  
Fashion Industry ◽  
Customer Feedback ◽  
Price Premiums ◽  
Retention Policies

Brand loyalty has place at the middle of the both marketing theory and the practice since it is the origin of the revenue. The revenue usually get it from the customer feedback, price premiums, increased in sales, higher balance, and the cut operating costs. The reason or gap to study this research is to analyze the factors that influence brand loyalty to fashion industry. The finding of this study not only improving the understanding of the different factors in increase the brand loyalty for the brand, but also help in market segment and formulate appropriate customer retention policies that are more cost-effective than others. The main objective of this research is to investigate the factors that influence brand loyalty in fashion industry in Malaysia. The purpose existence, it will provide certain procedures or else guidelines to the researcher to resolve the problematic that get up in the issue deliberated. These results might be a proof for future researchers or the surveyor.

scholarly journals ANALYSIS OF METHODS TO INCREASE BRAND LOYALTY AMONG RUSSIAN TELEVISION CHANNELS

2019 ◽  
pp. 158-164
Author(s):  
M. Nemirovskaya ◽  
V. Yakusheva
Keyword(s):  
Brand Loyalty ◽  
Scientific Research ◽  
Cost Effective ◽  
Loyalty Programs ◽  
Independent Evaluation ◽  
Modern Methods ◽  
Marketing Activities ◽  
Negative Factors

Based on the study of marketing activities of Russian TV channels of entertainment and educational segments the modern methods of attracting viewers to television brands have been analyzed. The objects of the study are seven well-known public broadcasters, whose business has established more than twenty-five significant and cost-effective ways to influence the loyalty of the audience. In combination with negative factors indirectly affecting the implementation of loyalty programs, taking into account the existing methods of other industries, a minimum independent evaluation of the effectiveness of loyalty, which can serve as an idea for new marketing developments, and will contribute to the development of scientific research in this economical area, has been suggested.

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