MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01448nab a2200253 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
200225b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gupta, Seema |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Navigating from program loyalty to company loyalty |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc |
|
| Name of publisher, distributor, etc |
|
| Date of publication, distribution, etc |
|
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
196-206 p. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Loyalty programme |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Loyalty |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Programme loyalty |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Company loyalty |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Perceived value |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Retail |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Communication |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gupta, Tanvi |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Shainesh, G. |
| 773 0# - HOST ITEM ENTRY |
|---|
| Host Biblionumber |
39810 |
| Place, publisher, and date of publication |
Banglore Indian Institute of Management |
| Other item identifier |
S89074 |
| Title |
IIMB Management Review; 30(3)Sept 2018 |
| International Standard Serial Number |
0979-3896 |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://www.sciencedirect.com/sdfe/reader/pii/S097038961830034X/pdf |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Articles |
