Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2022 Annual

A virtuous circle: the relationship between Loyalty and Loyalty programs in Brazilian retail

Published: May 24, 2022


Luciana de Almeida, ESPM; Erica Ortiz, ESPM


The present study aimed to evaluate the role of consumer loyalty regarding the membership and use of Loyalty Programs (LP) in the context of Brazilian retail. A systematic literature review allowed to identify the main factors that influence LP’s adoption by both managers and consumers. Consumer loyalty emerged as a central factor in the LP debate. The study adopted a phenomenological approach interviewing 11 LP’s participants. Results indicated that there is a cyclical relationship between loyalty and membership in the LP. In other words, a behavioral loyalty must exist a priori to guarantee the consumer’s membership and use of brand’s LP. Also, personalization of offers and rewards leads to repurchases and increases the switching costs. Implications for marketing managers help to frame the LP type appropriate for the retail target audience, the use of offer personalization and extensive communication to increase participant’s engagement with LP.