How special rewards in loyalty programs enrich consumer–brand relationships: The role of self‐expansion

Tiphaine Gorlier and Géraldine Michel ()
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Géraldine Michel: IAE Paris - Sorbonne Business School

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Abstract: Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer–brand relationships and brand attitude. How do loyalty program rewards influence the consumer–brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present research makes use of self‐expansion theory (Aron & Aron, 1986) and two experiments that manipulate the extraordinary character of rewards offered to consumers. Our findings show that special rewards produce higher self‐expansion than mundane rewards. Moreover, the positive effect of the rewards' extraordinary character on brand evaluation, recommendation, and identification is sequentially and fully mediated by self‐brand inclusion and self‐expansion. Finally, we show that consumer satisfaction moderates the impact of special and mundane rewards on self‐brand inclusion.

Keywords: brand inclusion; brand relationships; loyalty program; satisfaction; self‐expansion; special reward (search for similar items in EconPapers)
Date: 2020-01-08
New Economics Papers: this item is included in nep-ipr and nep-pay
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Published in Psychology and Marketing, 2020, ⟨10.1002/mar.21328⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02494605

DOI: 10.1002/mar.21328

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