Designing Loyalty-Building Programs for Packaged Goods Brands

By Michelle L. Roehm, Ellen Bolman Pullins, Harper A. Roehm. 2002

234 citations recorded by the source corpus.

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The Impact of Loyalty Programmes on Repeat Purchase Behaviour (2006, background): “Specifically, considerable attention has been given to the trade-off between immediate monetary rewards (through promotion features) and delayed rewards (through saving features) (Roehm et al. 2002; Yi and Jeon 2003).”
Loyalty Programmes: Current Knowledge and Research Directions* (2012, background): “However, an incongruence of LP benefits with focal products and a division of loyalty across vendors could have negative effects (Dowling and Uncles 1997; Kivetz 2005; Roehm et al. 2002).”
Competing Loyalty Programs: Impact of Market Saturation, Market Share, and Category Expandability. (2009, background): “…rewards offered and the focal brand and find that, in general, brand-congruent rewards are more effective than incongruent rewards, though this effect is moderated by factors such as consumer involvement and promotional reactance (Kivetz 2005; Roehm, Pullins, and Roehm 2002; Yi and Jeon 2003).”