Anzeige
Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Impact of Other-Focused Loyalty Program on Hedonic Consumption and Emotional Branding: Implications for Cross-Cultural Study
verfasst von : Wootae Chun
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
Abstract
This research attempts to examine the impact of loyalty program on hedonic consumption and emotional branding among U.S. Hispanics. I attempt to compare how consumer behavior can vary across cultures. Especially, this paper illustrates how other-focused loyalty program can affect customer behaviors with regard to emotional branding and hedonic consumption in the context of two different cultures. Furthermore, this study compares Hispanic and non-Hispanic consumer behaviors in the U.S.