Journal of Consumer Marketing: Volume 23 Issue 7

Using private label credit cards as a loyalty tool

The purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful…

Using customer equity models to improve loyalty and profits

The purpose of the paper is to teach the reader how to compile a customer equity model in order to calculate the true profitability of customers. The reader can use the…

The art of storytelling: how loyalty marketers can build emotional connections to their brands

The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the…

Life is not a shopping cart: three keys to building brands and improving customer loyalty

With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this…

The role of loyalty programs in behavioral and affective loyalty

The aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of…

Lasting customer loyalty: a total customer experience approach

Understanding and delivering total customer experience (TCE) in order to sustain lasting customer loyalty (LCL) is increasingly important given the pressures of commoditization…

Segmenting customer‐brand relations: beyond the personal relationship metaphor

The purpose of this paper is to propose and test segmentation of multi‐dimensional customer‐brand relationships as a superior method of defining, understanding, and predicting…

Look after me and I will look after you!

Loyalty has been widely researched and while we know the ways that consumers demonstrate their loyalty and the factors that influence loyalty, research reporting consumer and…

A strategic approach to building online customer loyalty: integrating customer profitability tiers

The purpose of this paper is to present a strategic framework to managing online loyalty.

The royalty of loyalty: CRM, quality and retention

The purpose of the study is to examine and develop a better understanding of triangle relationship between quality, customer relationship management (CRM) and customer loyalty…

Masochistic marketing: Volvo Australia's not “so safe” strategy

The objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being…

Customer satisfaction and loyalty in a digital environment: an empirical test

The purpose of this paper is to explore the links between customer loyalty attitude, customer loyalty behaviours (measured by customer purchase behaviours) and profitability. The…

Customer loyalty programs: are they fair to consumers?

The purpose of this paper is to examine the fairness of loyalty programs to consumers regarding two emerging criticisms of loyalty programs: discriminating value proposition…

Can a brand outperform competitors on cross‐category loyalty? An examination of cross‐selling metrics in two financial services markets

Many service organisations seek to grow by selling additional different products to their existing customers. Many managers are evaluated on the level of customer loyalty in terms…

Does parent satisfaction with a childcare provider matter for loyalty?

The purpose of this study is to investigate the relationship between parent satisfaction and child retention at a childcare provider.

Movie theaters' suicide‐by‐advertising with income from abusing customers

The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie exhibitors…

Editorial

2006 Awards for Excellence