Article2002

Designing Loyalty-Building Programs for Packaged Goods Brands

Michelle L. Roehm · Ellen Bolman Pullins · Harper A. Roehm

220 citations0/0 files storedJournal of Marketing Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

The authors investigate the effects of loyalty programs on loyalty to packaged goods brands. Findings from a series of experiments indicate that the incentive that is offered in a loyalty program is important to whether the program succeeds or fails at building brand loyalty. The data reported suggest that incentives that have overlap with brand associations, which the authors term cue-compatible incentives, can prompt rehearsal that increases the accessibility of favorable brand associations. This, in turn, helps boost postprogram loyalty. At the same time, incentives that are tangible or concrete can undermine postprogram loyalty. This seems to occur because elaboration is attracted to the incentive at the expense of the brand. Incentive associations may thus gain in accessibility and interfere with access to brand associations.

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2015Building, measuring, and profiting from customer loyalty 2006Do reward programs build loyalty for services?The moderating effect of satisfaction on type and timing of rewards 2020Three decades of research on loyalty programs: A literature review and future research agenda 2011Loyalty Programmes: Current Knowledge and Research Directions*2008

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