000			01399nam a2200241 4500
999			_c50960 _d50960
003			OSt
005			20190122155649.0
008			190122b ||||| |||| 00| 0 eng d
100			_aGupta, Seema _932913
245			_aNavigating from programme loyalty to company loyalty
300			_a196-206 p.
520			_aLoyalty 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			_aLoyalty Programme loyalty
653			_aLoyalty programme
653			_aCompany loyalty
653			_aPerceived value
653			_aRetail
653			_aCommunication
700			_aGupta, Tanvi _932914
700			_aShainesh, G. _932915
773	0		_026346 _973235 _aRAVI aNSHUMAN V. _dBANGOLRE IIM BANGALORE 2011 _o5559713 _tIIMB Management Review _x09793896
942			_2ddc _cJA-ARTICLE