What makes a brand loyalty program successful? In depth interviews of 41 experts were conducted to establish the best … practices of brand loyalty programs. Following this, Study 1 examines three types of programs (small, moderate, and large … benefit programs) for three segments of consumers (non-, light-, and heay-users). Using 132 brand managers, Study 2 shows why …

elements of a brand loyalty program. This information was used to produce a comprehensive summary of the best practices of … brand. Programs offering benefits with minimal value and average value can motivate light and heavy users, respectively, to …