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From Brand Loyalty to Customer Loyalty
1996Customer loyalty is a concept central to many marketing plans, but defined by few. Many companies have embarked on ‘customer loyalty’ programmes without the understanding that loyalty is an objective rather than an activity — that loyalty results from investment in a total business system rather than just marketing communications.
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Does program loyalty induce brand loyalty
International Journal of Business Innovation and Research, 2021Amit Shrivastava, Yogesh Funde
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Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty
Journal of the Academy of Marketing Science, 2003Youjae Yi
exaly
Consequences of customer loyalty to the loyalty program and to the company
Journal of the Academy of Marketing Science, 2011Heiner Evanschitzky +2 more
exaly