Past research shows that loyalty programs can generate switching costs for consumers and increase their purchase frequency. Theoretical work suggests that if switching costs are significant, firms should charge lower prices in the early periods of a program to boost market share, and increase...

Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...

Brands can be one of a company's most valuable intangible assets and a lever to generate value. As a source of added value, a brand should be strategically built and managed. To fully take advantage of the benefits that the brand provides, it is necessary to propose a brand management strategy....