Marketing Commons^™

Spillover Effects Of Brand Alliance And Service Experience On Host Brands In Loyalty Program Partnerships, Gulfem Cigdem Kutlu

Marketing Theses & Dissertations

Three studies explored the consequences of loyalty program partnership on individual brands. The first study sought to determine what kinds of brand equity and category similarity would result in customers’ higher perceived attractiveness of and intention to join the loyalty program partnership. The study finds that higher category similarity increases both perceived attractiveness and joining intention towards a loyalty program partnership. When loyalty program partnership consisted of similar category businesses, individual brands also experienced changes to their brand equity levels. Low equity brands when partnered with high equity brands experienced a significant improvement in their brand equity levels. A high-high …