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doi:10.1016/j.jretconser.2017.05.007
“Make me feel special”_ Are hierarchical loyalty programs a panacea for all brands? The role of brand concept
Aida Mimouni Chaabane
Virginie Pez
Loyalty programs
Hierarchical structure
Linear structure
Brand concept
Symbolic
Functional
Perceived congruence
Elsevier Ltd
Journal of Retailing and Consumer Services, 38 (2017) 108-117. doi:10.1016/j.jretconser.2017.05.007
journal
Journal of Retailing and Consumer Services
© 2017 Elsevier Ltd. All rights reserved.
0969-6989
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http://dx.doi.org/10.1016/j.jretconser.2017.05.007
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Loyalty programs; Hierarchical structure; Linear structure; Brand concept; Symbolic; Functional; Perceived congruence
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