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-,...

For this study, marketers responsible for loyalty programs from many companies shared their views on the successful elements of a brand loyalty program. This information was used to produce a comprehensive summary of the best practices of loyalty programs. A survey was also conducted using a...