Browsing by Author "Figueiredo, João Pedro Bruno de"
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- The impact of loyalty program type, personality and brand familiarity on loyalty programs’ valuationPublication . Figueiredo, João Pedro Bruno de; Colaço, Vera HerédiaLoyalty programs are one of the main strategies companies implement to incentivize customers to continuously shopping from their brands. These programs have existed for a long time and have not changed a lot in the recent decades. Most of these programs don’t consider in which markets the brands are competing, focusing most of their offers on discounts, leaving a lot of other options unexplored. Based on the literature review about loyalty programs, marketing and personality traits, specifically on maximizers and satisficers, an experimental study was designed to test the moderating effects of brand familiarity and personality on loyalty programs’ valuation. Results suggest that maximizers predominantly impact loyalty program valuations, as they are more engaged and satisfied with this type of marketing strategy, showing higher satisfaction levels, as well. Furthermore, it was found that brand familiarity is an important aspect to take into account, especially for maximizers who value choosing high familiar brands over non-familiar, while satisficers showed no difference in their preferences.