Navigating from programme loyalty to company loyalty (Record no. 50960)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01399nam a2200241 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190122155649.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190122b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Gupta, Seema |
| 9 (RLIN) | 32913 |
| 245 ## - TITLE STATEMENT | |
| Title | Navigating from programme loyalty to company loyalty |
| 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. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Loyalty Programme loyalty |
| Uncontrolled term | Loyalty programme |
| Uncontrolled term | Company loyalty |
| Uncontrolled term | Perceived value |
| Uncontrolled term | Retail |
| Uncontrolled term | Communication |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Gupta, Tanvi |
| 9 (RLIN) | 32914 |
| Personal name | Shainesh, G. |
| 9 (RLIN) | 32915 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 26346 |
| Host Itemnumber | 73235 |
| Main entry heading | RAVI aNSHUMAN V. |
| Place, publisher, and date of publication | BANGOLRE IIM BANGALORE 2011 |
| Other item identifier | 5559713 |
| Title | IIMB Management Review |
| International Standard Serial Number | 09793896 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 22/01/2019 | Vol 30, Issue 3/ 5559713JA1 | 5559713JA1 | 22/01/2019 | 22/01/2019 |