Now showing items 1-2 of 2
Customer–company identification and the effectiveness of loyalty programs
(Elsevier Science, 2015-02)
Customer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their ...
Brand spillover effects within a sponsor portfolio: the interaction of image congruence and portfolio size
(The Marketing Management Association, 2015)
A sponsor portfolio exists where multiple brands sponsor a single activity or property, such as a sporting event, team, league, or a charity simultaneously. While sponsor portfolios are common in practice, little is known ...