Esmark, Carol L.; Noble, Stephanie M.; Bell, John E. - In: European Journal of Marketing 50 (2016) 5/6, pp. 770-795
programme (requirements must be met) to show what types of loyalty programmes are most effective. In-group identification … experimental methodology to initially test the relationships. A third study uses survey and panel data. Findings Open programmes … lead to more in-group identification, while selective programmes lead to higher levels of gratitude, especially in mature …