The impact of tangible and intangible rewards on online loyalty program, brand engagement, and attitudinal loyalty
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DOI: 10.1057/s41270-021-00150-7
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- T. Ndhlovu & T. Maree, 2024. "The central role of consumer–brand engagement in product and service brand contexts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 944-961, December.
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Keywords
Online loyalty program; Brand engagement; Tangible rewards; Intangible rewards; Attitudinal loyalty; Mediation; Social exchange theory; Stimulus-Organism-Response theory (SOR);All these keywords.
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