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News

LONDON: Sky, the UK broadcaster and internet provider, has launched a novel loyalty scheme that offers customers a range of benefits that increase in generosity the longer they have stayed with the company.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.

Article

This article explores the necessity for brands to have conviction as consumers demand honesty, integrity and empathy from them.

Article

This event report discusses how personal data is a complicated and important topic for the future, if marketers can grapple with upcoming issues.

News

SYDNEY: Australian supermarkets are using product testing groups as a way to not only gain better feedback from shoppers, but to enhance pre-existing loyalty programs.

Case Study

This case study describes how US wireless service provider AT&T used Facebook Live to create a real-time event with Santa Claus to encourage customers to sign up to its loyalty programme AT&T THANKS.

Article

The article explores how Woolworths, one of Australia's biggest grocery retails, successfully relaunched its loyalty scheme with a personalisation focus after the company was forced to abandon an unpopular change.

News

SINGAPORE: Consumers in Singapore are showing signs of disengagement from traditional loyalty programmes with a quarter (24%) reporting that their expectations of brand loyalty have completely changed, a global study has found.

News

Brand loyalty is sometimes reduced to "promotionalisation" but that can't work as a long-term strategy, according to the most-read article on the subject on Warc in 2016 A Warc Best Practice paper, How to build long-term brand loyalty, warned that ...

Article

This event report outlines how Marriott International, the hotels group, is pursuing a dynamic digital marketing agenda.

Article

This short article argues that winning loyalty is a different task from winning consumers' hearts and minds; 31% of consumers, according to one study, admitted they could be lured away by cheaper prices elsewhere.

Article

This article explores the current reading and thinking on the subject of Brand Loyalty, a topic spanning behaviour and attitude.

Research Paper

This report details the customer centricity program developed by SkyTeam, a large international airline alliance, to bridge the divide between itself, its members and end users.

Research Paper

This paper describes research conducted by Sonos, the wireless speaker brand, to inform its marketing strategies, communications and media mix through the purchase funnel.

Article

This paper is part of the China social branding report that seeks to understand the firewalled country through the lens of the biggest brands operating in the market; this iteration looks at KFC, the US restaurant brand, and its Chinese strategy.

Article

This paper looks at the Chinese smartphone brand Xiaomi, which is now the best-selling phone in China, and how their digital, social, and branding strategy got them there.

Article

This article demonstrates how customer loyalty is being earned by exceeding the functional expectations a customer has and creating emotional engagement through positive experiences.

Case Study

This case study shows how Tigerair, an Australian low-cost airline, improved its very low customer consideration scores with a humorous and highly shareable campaign.

Article

This event report describes how Shell, the car fuel retailer, developed a mobile game to increase sales in the UK.

Article

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

Article

This event report explores how Orbitz, the travel website, successfully launched a loyalty program based around the idea of a special currency called "Orbucks".

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Article

This article considers the role marketers play in preparing a business for a flotation on the stock market and the importance of keeping a focus on the brand.

Article

This Company Profile from Euromonitor provides key details and analysis of Capital One Financial Corp.