Brand Loyalty Is Changing—Here’s What Every Marketer Should Know
Every year, we see new research on customer loyalty—but this one hits differently.
Professor Yuping Liu-Thompkins’ latest white paper, The Politics of Brand Loyalty, goes beyond traditional loyalty drivers like price and product. It explores how ideology and value alignment are shaping customer decisions in ways we can’t ignore.
💡 Key takeaway? Emotional loyalty isn’t just about discounts or rewards—it’s about shared values. Consumers who feel a brand aligns with their beliefs are often more loyal than those motivated by price alone.
This research could redefine how brands approach loyalty in 2024. Are you ready for this shift?
Udhara De Silva is the Head Loyalty Marketing for Singapore Airlines in Australia, being involved in the successful launch of Kris+ in in November 2023, and growing the Australian KrisFlyer member base to become the largest outside of Singapore and localising the global KrisFlyer programme content to resonate with Australian
In this episode, Charlie Hills is delighted to interview Madeline Shaw, the Marketing Director of Pets at Home. Madeline and her team develop and deliver the Pets Club programme for Pets at Home, the UK’s leading pet care business. The company is dedicated to providing the best products, services, and
Today's episode features Raffael Fappiano Neto, the Product Manager for Loyalty at Azul Airlines. Founded in 2008, Azul Airlines is now the largest airline in Brazil in terms of number of flights and cities served, and in 2020, they won the award for best airline in the world by TripAdvisor
