Segato, Beatrice (A.A. 2023/2024) Premiumization: exploring the role of loyalty programs in brand prestige. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 81. [Master's Degree Thesis]

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Abstract/Index

Phenomenon, practical relevance, managerial problem: premiumization and loyalty programs. The phenomenon of premiumization and loyalty program: how and why they became relevant. Why managers should all consider introducing loyalty programs. Loyalty programs meets premiumization strategy: what managers should know. The future of premiumization through loyalty program: what managers can expect. Literature review: loyalty program, premiumization. Type of loyalty programs. Benefits of customer loyalty program. Challenges of loyalty programs. Conceptual foundations of premiumization. Scope and focus of premiumization. Literature gap, research question and hypotheses. Context of the analysis: Amex offers. Premiumization: the role of digital loyalty programs in brand prestige. Research method: design and procedure. Data analysis.

References

Bibliografia: pp. 65-67. Sitografia: p. 68.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Digital marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	19 Dec 2024 09:21
Last Modified:	19 Dec 2024 09:21
URI:	https://tesi.luiss.it/id/eprint/40693

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