Linking loyalty programmes to cross-cultural marketing strategy: Implications for US Hispanic consumers

Wootae Chun
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Wootae Chun: Assistant Professor of Marketing, University of Northern British Columbia, Canada

Journal of Cultural Marketing Strategy, 2016, vol. 2, issue 1, 33-42

Abstract: This paper attempts to examine the impact of other-focused loyalty programmes on hedonic consumption and emotional branding among US Hispanic consumers. It investigates how consumer behaviour can vary across cultures and explains how other-focused loyalty programmes can affect customer behaviours with regard to hedonic consumption and emotional branding strategy in different cultures. More specifically, this study compares Hispanic and non-Hispanic consumer attitudes in the USA.

Keywords: loyalty programme; hedonic consumption; emotional branding; US Hispanic (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2016:v:2:i:1:p:33-42

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