As interbrand competition increases, category sales and growth become increasingly important for brand managers. Indeed, higher category sales means that all brands will likely benefit from an increase in sales. Studies on the drivers of category sales and growth have, however, usually...

Purpose – This article aims to dwell on theoretical, managerial, and empirical knowledge to improve loyalty programme efficiency. Its intention is to try to understand how economic, hedonist, relational, convenience, informational rewards enhance or undermine customers' perceived programme...