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 …

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 …

Understanding a brand's equity is difficult for researchers. Building on means-end theory, describes a method … - laddering - which has proven useful in uncovering insights related to the source and the nature of a brand's equity. Through … laddering interviews a meaningful "mental map" can be developed that visually links a brand's attributes, the benefits or …

strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can …’s attitude toward the extension or on one’s perceived versatility of the brand or service …