The Effect of Power Distance Belief and Status Demotion in Hierarchical Loyalty Programs

Huachao Gao, University of Texas at San Antonio, USA
Yinlong Zhang, University of Texas at San Antonio, USA
This research investigates the role of cultural orientation in affecting loyalty intention towards loyalty programs after status demotion. Based on social identity theory, we found that consumers with high (vs. low) power distance belief experience more social identity threat after status demotion, which in turn causes extremely low loyalty intention.
[ to cite ]:
Huachao Gao and Yinlong Zhang (2015) ,"The Effect of Power Distance Belief and Status Demotion in Hierarchical Loyalty Programs", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 529-530.