Loyalty Programmes: Current Knowledge and Research Directions*

By M. Dorotic, Tammo H. A. Bijmolt, Peter C. Verhoef. 2012

267 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/9a5f55e0ce9556a3fe3e9237e1f5a2fe97c05118

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Tanford
2. Eunmin Hwang
3. Seyhmus Baloglu
4. K. Kaplanidou
5. Samuel S. Kim

In Organizational Behavior and Human Resource Management

1. S. Tanford
2. Eunmin Hwang
3. Seyhmus Baloglu

Citations in the corpus

• Does gamification affect brand engagement and equity? A study in online brand communities (2020, unknown): “…postulated to be less efficient in garnering long-term loyalty compared to strategies that may garner intrinsic need satisfaction (Dholakia, 2006; Dorotic, Bijmolt, & Verhoef, 2012) such as gamification (Hamari, 2019; Sailer, Hense, Mayr, & Mandl, 2017; Wolf, Weiger, & Hammerschmidt, 2019; Xi &…”
• Building loyalty through reward programs: The influence of perceptions of fairness and brand attachment (2019, background): “) as these are associated with emotional commitment (Dorotic et al., 2012).”