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EMAC 2019 Annual Conference

Do customers become loyal to the loyalty programs or to the brand?

Published: May 28, 2019


Latifa Ayoubi, Université Paris sud


Brand loyalty; Loyalty programs; Attitude


Many academic studies have examined the effectiveness of loyalty programs. However, one of the important issues is to know if these loyalty programs improve brand loyalty or loyalty to the loyalty programs. In this research, we focus on the process of construction of each facet of loyalty, and their relative effect on the customer’s attitude, as a multidimensional concept, including the preference, the intention and the resistance to persuasion. The study is conducted with a sample of customers loyalty programs (153 in the exploratory phase and 284 in the confirmatory phase), via an access panel, demonstrate that each facet has its antecedents and effects. Loyalty to the loyalty programs is predictive of brand loyalty. It confirms that the impact of brand loyalty on preference, and intention is higher than that of loyalty to the loyalty programs. Otherwise, two facets of loyalty do not lead to the resistance to counter-persuasion.