Framing as status or benefits? Consumers’ reactions to hierarchical loyalty program communication
Abstract
Purpose null - A fundamental aspect of hierarchical loyalty programs is that some consumers get rewards that others do not. Despite the widespread use of such programs, academics have long debated whether these benefits are outweighed by the potential negative impact of the differential treatment of customers. This study extends our understanding, examining the impact of message framing on consumers’ reactions to hierarchical loyalty...
Paper Details
Title
Framing as status or benefits? Consumers’ reactions to hierarchical loyalty program communication
Published Date
Jan 1, 2016
Journal
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Notes
History