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- W2797788181 abstract "Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that programme loyalty improves perceived functional value of the brand, leading to company loyalty. The second process shows that programme loyalty increases customer's involvement with brand experience, fuelling company loyalty. Finally, the third process shows that programme loyalty increases the communication effectiveness for the brand, which enhances company loyalty." @default.
- W2797788181 created "2018-04-24" @default.
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- W2797788181 date "2018-09-01" @default.
- W2797788181 modified "2023-10-04" @default.
- W2797788181 title "Navigating from programme loyalty to company loyalty" @default.
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- W2797788181 doi "https://doi.org/10.1016/j.iimb.2018.01.009" @default.
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