bluuebunny/crossref_metadata_2025_split huggingface dataset:
Loyalty program planning and analytics
Authors: Banasiewicz Andrew 
Published: January 2007

PurposeThe paper aims to review and critique the current state of loyalty program planning and analytics, highlighting a number of process and methodological deficiencies.Design/methodology/approachA general loyalty program planning approach is outlined, designed to build a foundation for a profitable loyalty initiative.FindingsThe paper demonstrates the importance of robust customer insights to program planning and its ongoing management; it also challenges the accuracy of the conventional buyer loyalty measurement approach. In particular, the paper highlights the flaws of the dichotomous loyalty classification which makes often unreasonable category purchase requirements assumptions.Originality/valueThe alternative to the loyal customers vs brand switchers buyer categorization is offered, which allows customers to be single‐brand loyal, multi‐brand loyal or brand switchers. An explicit brand buyer loyalty categorization is presented, built around explicit differentiation between repurchase exclusivity and brand loyalty.
For the drugs we need
Authors: Rotfeld Herbert Jack 
Published: January 2007

PurposeTo delineate confusions and uncertainties of the issues surrounding those criticisms. Critics assert that all marketing of medical products is abusive, while actual impacts are disputed.Design/methodology/approachPulling from past commentaries on pharmaceutical marketing and current criticisms of the practice, to indicate areas of confusion.FindingsThe ills of pharmaceutical marketing are not as great as critics presume, but the practices are not as positive as the companies might wish to assert. With uncertainty on the actual impact of specific practices, the companies are engaging in a certain degree of warfare via ever‐increasing budgets of sometimes‐questionable value.Practical implicationsPuts criticisms of pharmaceutical marketing in context.Originality/valuePerspectives for understanding pharmaceutical marketing.
Direct‐to‐consumer prescription drug advertising: a study of consumer attitudes and behavioral intentions
Authors: Singh Tanuja , Smith Donnavieve 
Published: January 2007

PurposeTo determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.Design/methodology/approachGathered data from 288 respondents using a pencil and paper mail survey. Respondents were asked about their knowledge and behavior regarding prescription drugs.FindingsIndicated that while consumers generally have favorable perceptions of prescription drug advertising, their behavioral intentions are nevertheless influenced by a heightened awareness of specific branded drugs. Consumers feel empowered by the information provided in direct‐to‐consumer advertising and they are concerned about governmental attempts to regulate prescription drug advertising.Research limitations/implicationsData was collected from a relatively homogenous sample with respect to ethnicity. Future research efforts could include respondents from diverse ethnic backgrounds and could incorporate questions regarding respondents' actual behaviors with respect to branded prescription drug medications.Practical implicationsUseful information for researchers, public policy makers and prescription drug manufacturers. Results suggest that consumer motivation to request branded drugs may be impacted by factors related to the quality of advertisements, trust in their physician, and personal competence. Consumer interest in advertised drugs may also depend on the strength of the relationship that they have with their physician.Originality/valueThis research fills an identified gap in the literature. While researchers have examined consumers' general perceptions of direct‐to‐consumer prescription drug advertising, little research has been done on the link between consumer perceptions and behavioral intentions.
Direct‐to‐consumer advertising and young consumers: building brand value
Authors: Baca Erin E. , Holguin Juan , Stratemeyer Andreas W. 
Published: January 2007

PurposeDirect‐to‐consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions and attitudes toward DTCA. The purpose of this article is to examine direct‐to‐consumer prescription drug advertising issues among younger adults as both consumers and caregivers to determine whether companies are, or should be, taking advantage of building brand value through DTCA.Design/methodology/approachA sample of 225 young adults answered questionnaires to measure the effects of DTCA. The questionnaire was based on a study by the National Consumers League and only the items that were most central to the current study were utilized and/or modified to measure the following key variables: age; current health status; prescription drug use; attitudes toward DTCA; interest in DTCA; DTCA recall; and inclination to seek additional information.FindingsThe findings show that demographics influence attitudes and interest in DTCA, as well as younger consumers' interest and propensity to seek additional information for themselves and family members. Details of the statistical analysis of the study are given.Originality/valueThe implications of the findings for pharmaceutical marketers, health care advisors, and academic researchers are discussed in the paper.
Global marketing of lifesaving drugs: an analogical model
Authors: Mascarenhas Oswald A. , Kesavan Ram , Bernacchi Michael 
Published: January 2007

PurposeIn light of the desire to bring about an increase in the global distribution of lifesaving drugs at affordable prices, the purpose of this paper is to focus on the global marketing of lifesaving drugs related to the current pandemic of HIV/AIDS.Design/methodology/approachAn analogical model is used to challenge companies to reengineer their products and their strategies to meet the twin objectives of profitability and humanitarianism. Following analogical reasoning, it is argued that an innovative reengineering and redesigning of lifesaving drugs can meet the great needs of developing countries with affordable prices.FindingsThe paper proposes an analogical model that treats the marketing of drugs in general and of lifesaving drugs in particular, to the developing countries as a “target problem.” This problem can be resolved by seeking analog “candidate solutions” from other “source industries” that have faced similar problems.Practical implicationsIn recent decades the pharmaceutical industry and its free market model of marketing drugs have come under sharp criticism both domestically and globally. Their pricing and distribution of lifesaving drugs to developing countries have been severely criticized. This paper helps pharmaceutical firms to meet the need for lifesaving drugs in developing countries.Originality/valueAnalogical reasoning as applied to marketing is new. The paper submits that this solution will be more effective in combating the HIV/AIDS pandemic than any current solutions. The paper discusses the strategic marketing implications of the analogical model.
Pharmaceutical marketing on the internet: marketing techniques and customer profile
Authors: Guraˇu Caˇlin 
Published: January 2007

PurposeAttempts to investigate the perceived advantages and risks associated with online pharmaceutical transactions, and on this basis, to propose a specific segmentation of consumers.Design/methdology/approachAnalyses the marketing procedures applied by pharmaceutical sites to emphasise the specific advantages and to minimise the perception of transactional risks, as well as the segmentation techniques applied online.FindingsThe results of the study indicate the existence of four main consumer categories. This schematic categorisation needs further development, in order to define more precisely the decision taking process and the online shopping behaviour for each customer segment, as well as the level of post‐purchase satisfaction. On the other hand, the paper demonstrated that the marketing approach of various online pharmacies is determined by the transactional model applied.Originality/valueThe empirical analysis presented in this paper should be complemented by future qualitative study, in order to facilitate a deeper understanding of the factors determining the growing success of online pharmacies.
Direct‐to‐consumer advertising of prescription drugs: help or hindrance to the public's health?
Authors: Finlayson Greg , Mullner Ross 
Published: January 2007

PurposeThe purpose of this paper is to review the issues regarding direct‐to‐consumer advertising that have been identified in the literature from the perspective of consumers, consumer groups, physicians, the medical profession and the pharmaceutical industry.Design/methodology/approachLiterature from international sources was reviewed to identify themes relating to direct‐to‐consumer advertising.FindingsDirect‐to‐consumer advertising is expressly permitted in only two developed countries (USA and New Zealand). All other countries place various limitations on the practice. The debate surrounds whether or not the advertising provides a public health benefit.Originality/valueThe debate over direct‐to‐consumer advertising continues in jurisdictions around the world. This paper identifies and summarizes the issues that are being considered.
Using private label credit cards as a loyalty tool
Authors: Ferguson Rick 
Published: January 2007

PurposeThe purpose of this paper is to examine the effectiveness of retail private‐label credit cards in a crowded marketplace. It offers ideas, citing examples from successful retailers, for improving the effectiveness of credit cards as a loyalty tool.Design/methodology/approachThe paper examines the strategy behind Gap Inc.'s private label credit card, which allows customers to earn rewards for shopping at Gap, Banana Republic and Old Navy stores. It also examines other retail card programs, including quotes from program leaders who share their ideas.FindingsStatistics are cited which indicate how crowded the marketplace currently is for private label credit cards. By closely examining successful credit card programs, and by interviewing industry leaders, the importance of competitive differentiation in this marketplace is proved.Practical implicationsThe reader will walk away with some specific ideas for improving the effectiveness of their private label credit card program. Armed with the knowledge of the scope and size of the private label credit card market, readers should gain insight that will improve their decision making about their own program.Originality/valueThe paper takes a look at how private label credit cards are currently used as loyalty marketing tools, and follows with suggestions on how to incorporate the strategies of some major retailers into existing programs.
Using customer equity models to improve loyalty and profits
Authors: Stevens Kathy 
Published: January 2007

PurposeThe purpose of the paper is to teach the reader how to compile a customer equity model in order to calculate the true profitability of customers. The reader can use the information to make better business decisions across their organization.Design/methodology/approachTransaction data (as much as can be collected) on individual customers is needed to build the customer equity model. An analyst is needed to devise an algorithm and discern the best way to allocate costs. The goal is to build the best representation of profitability for the company. Once a process is in place for assigning revenue and costs to customers, tables must be programmed to calculate profitability. The final step is to take what is learned in the customer equity model and test ideas for retaining best customers and converting unprofitable customers into profitable ones.FindingsIt was found that customer equity models are important tools for describing past behavior, predicting a customer's next‐year profitability, and exploring other variables that factor into marketing decisions.Practical implicationsIdentifies the need for companies to do a more thorough job of identifying their “best” customers, that is, their most profitable customers. Provides direction on putting together a customer equity model that will help companies reach the above‐mentioned findingsOriginality/valueThis paper is valuable to anyone who could benefit by better understanding past behavior of customers, and by predicting a customer's next‐year profitability. The reader can use the information to make better business decisions across their organization.
The art of storytelling: how loyalty marketers can build emotional connections to their brands
Authors: Papadatos Caroline 
Published: January 2007

PurposeThe purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a long‐term emotional attachment to a loyalty program.Design/methodology/approachThe paper thoroughly explains Air Miles' method of reaching out to its customers to glean information that could be used to re‐brand the program. The method, used during focus groups, asked collectors to re‐tell stories that were important in their life. Common themes emerged, which Air Miles incorporated into the re‐branding of their program.FindingsThrough specially‐designed focus groups, Air Miles strategists learned that it isn't enough to be a well‐functioning loyalty program. In order to be distinctive in an overcrowded market, Air Miles must provide collectors with an emotionally engaging experience in the redemption process.Practical implicationsIf your customers talk about your brand as if it's a part of who they are, you have made an emotional attachment with them. Thus, your program is on the right track.Originality/valueThe paper takes a fresh approach to loyalty markting research as well as analyzing and improving customer loyalty.
Life is not a shopping cart: three keys to building brands and improving customer loyalty
Authors: Pearson Bryan 
Published: January 2007

PurposeWith the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace.Design/methodology/approachThe paper cites a recent study to explain the reason for a disconnect between consumers and marketers, and why some brand loyalty programs fall short. It then provides the author's ideas for rebuilding a relationship with consumers, citing examples from the Air Miles Rewards Program.FindingsBy incorporating the three ideas presented within the article, it is believed that marketers can create deeper, more meaningful, relevant and mutually beneficial relationships with their customers.Practical implicationsAlthough consumers are assaulted by six million marketing messages each year, marketers can still take steps to keep their customers loyal. The paper reminds marketers that a brand is a promise and offers ideas on sustaining brand loyalty among consumers.Originality/valueThe paper examines results of a recent survey which shows a disconnect between marketers and their marketplace. It then provides ideas on repairing that disconnect.
The role of loyalty programs in behavioral and affective loyalty
Authors: García Gómez Blanca , Gutiérrez Arranz Ana , Gutiérrez Cillán Jesús 
Published: January 2007

PurposeThe aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of these variables.Design/methodology/approachResearch data were taken from a survey carried out on 750 customers from a Spanish supermarket chain. Several ANOVAs are employed to compare the two loyalty dimensions among participants and non participants in loyalty programs.FindingsThe results show that participants in loyalty programs are more behavioral and affectively loyal than non participants. Nevertheless, most customers do not change purchase behavior after joining a loyalty program. The strategy is therefore to retain loyal customers and to achieve the reinforcement of affective bonds linking the customer to the retailer.Practical implicationsCompanies should focus their efforts on developing a reward plan as adapted as possible to concrete needs of each participant in the program to achieve true loyalty.Originality/valueThe main contribution of this paper is the completion of an exhaustive analysis of customer loyalty. On the one hand, it is a pioneer in the study of the influence of loyalty programs on affective loyalty and, on the other hand, it confirms results from other researches on behavioral loyalty of program participants. In addition, this is one of the few papers developed in this field using the survey as a source of information.
Lasting customer loyalty: a total customer experience approach
Authors: Mascarenhas Oswald A. , Kesavan Ram , Bernacchi Michael 
Published: January 2007

PurposeUnderstanding and delivering total customer experience (TCE) in order to sustain lasting customer loyalty (LCL) is increasingly important given the pressures of commoditization, globalization and market saturation in developed countries. The purpose of this paper is to review the concepts of TCE and LCL.Design/methodology/approachThe concepts of TCE and LCL are discussed and defined and their combined importance for marketers is outlined and few key cases of their best practices are analyzed in order to derive a set of managerial frameworks for strategizing TCE to achieve LCL. Customer loyalty as a hierarchical ladder starting from random casual awareness in the bottom rung to high bonding loyalty of brand communities in the topmost rung is derivedFindingsTCE is captured in its three essential interactive elements: physical moments, emotional involvement moments, and its value chain moments. Accordingly, a typology of customer loyalties is proposed as a function of high vs low levels of the three constitutive elements of TCE.Practical implicationsThe loyalty ladder is a useful classification tool to monitor customer loyalty and dollar‐effectiveness of customer loyalty programs. Each rung offers a managerial challenge to ascend to the next rung of loyalty.Originality/valueLinking TCE with LCL is unique and challenging. Adding the third dimension of value chain moments makes TCE more focused and loyalty‐driven. The typology of TCE‐based customer loyalty is new and offers a broad strategic canvas for marketers. The loyalty ladder with each rung buttressed by differentiated value, interactive relationship and TCE makes it credible, viable and a strategic destiny. TCE and LCL are also distinguished from related concepts in marketing to derive managerial implications.
Segmenting customer‐brand relations: beyond the personal relationship metaphor
Authors: Story John , Hess Jeff 
Published: January 2007

PurposeThe purpose of this paper is to propose and test segmentation of multi‐dimensional customer‐brand relationships as a superior method of defining, understanding, and predicting customer loyalty behaviors.Design/methodology/approachA method of segmenting customer‐brand relationships is proposed, based on the development of personal and functions connections. The resulting groups are hypothesized to better define and predict customer loyalty behaviors. The model is tested with an empirical sample.FindingsCustomers can be effectively segmented into relationship groups, based on the extent to which they have personal and functional connections with the brand. These relationship groups display different levels of commitment to the brand and engage in significantly different levels of loyalty behaviors. The resulting segments serve to define and measure levels of customer loyalty.Research limitations/implicationsThe primary limitation of this research is that behaviors were self‐reported. However, the impact was limited by the fact that the initial survey was conducted six months before the behavior questionnaire.Practical implicationsThese results have extensive implications for developing customer‐brand relationships that promote, enhance, and expand loyalty behaviors.Originality/valueMeasures of loyalty based on behavior in the market or customer satisfaction have proven ineffective at defining, measuring, and predicting loyalty behaviors. Relationship segmentation not only better defines loyalty, but also provides insight into loyalty development, based on personal and functional connections.
Masochistic marketing: Volvo Australia's not “so safe” strategy
Authors: Svensson Göran , Wood Greg , Callaghan Michael 
Published: January 2007

PurposeThe objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being “masochistic”.Design/methodology/approachThe research is based upon a case study. The term “masochistic marketing” is introduced.FindingsThe “masochistic marketing” approach applied by Volvo in Australia should be seen as a process. It is dependent upon the outcome of a series of cause and effect relationships.Research limitations/implicationsThe masochistic marketing approach may be divided into four cause‐related phases, all of which create a dualistic outcome of either positive or negative effect‐chains in respect to the corporate image in the marketplace and society.Practical implicationsA masochistic marketing approach is a high‐risk venture. It is a challenging and demanding marketing process, because it plays on the humiliation of the corporate image itself. The core idea of the masochistic marketing approach violates, or at least appears to oppose, the fundaments of marketing.Originality/valueMasochistic marketing is not recommended to be used as a common approach, unless a series of events has turned the corporate image in the marketplace into something that is highly undesirable and a stigma.
Can a brand outperform competitors on cross‐category loyalty? An examination of cross‐selling metrics in two financial services markets
Authors: Mundt Kerry , Dawes John , Sharp Byron 
Published: January 2007

PurposeMany service organisations seek to grow by selling additional different products to their existing customers. Many managers are evaluated on the level of customer loyalty in terms of cross‐product holdings – for example, the average number of bank products or insurance policies held per customer. The purpose of this paper is to provide managers and researchers with some contextual knowledge and norms concerning “cross‐category” loyalty.Design/methodology/approachIn order to compare the levels of loyalty for competing brands, five relevant loyalty metrics were used in the analysis, with data sourced from two service industries, banking and insurance.FindingsThe results show little variation in loyalty scores between competing brands, and what variation there is can be explained by historic factors, without reference to CRM strategies. This suggests that investments into CRM and cross‐selling initiatives seem to have less effect on loyalty metrics than many marketing textbooks and CRM advocates have assumed.Practical implicationsMarketers should be very cautious of setting ambitious goals for increasing loyalty to their brand at a cross‐category level.Originality/valueVery few research papers have explored the issue of cross‐category loyalty. This is despite the value of the specific loyalty metrics as key performance indicators in service industries such as banking and insurance.