Multi-Partner Loyalty Programs

Marketing Department; Faculty Adviser: Eric Bradlow

Multi-partner, or network, loyalty programs unite several, often non-competing companies under a single program. Using data from a Swiss program, this project explores how the design of network loyalty programs can be optimized; what factors (psychological, incentives, participating companies) determine customers’ patronage and loyalty towards network companies/product categories; and whether competing corporate participants might be beneficial. The findings might also be useful for umbrella branding strategies featuring sub-brands.