Giving With the Hand That Bites: a Fresh Perspective on Communal Consumer Loyalty Programs

Communal loyalty programs have been introduced as a new form of loyalty programs that elicit emotional connections with the brand. Unlike approaches where loyalty of this kind is based on a gift’s linking value, we analyse it in relation to the concept of the gift that bites.



Citation:

bernard cova and eric remy (2013) ,"Giving With the Hand That Bites: a Fresh Perspective on Communal Consumer Loyalty Programs", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 342-342.

Authors

bernard cova, euromed management marseille france
eric remy, iae rouen france



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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