Menu
Brand Loyalty Is Changing—Here’s What Every Marketer Should Know
Play Video about Yuping-The Politics of Brand Loyalty Short Video
Every year, we see new research on customer loyalty—but this one hits differently.
Professor Yuping Liu-Thompkins’ latest white paper, The Politics of Brand Loyalty, goes beyond traditional loyalty drivers like price and product. It explores how ideology and value alignment are shaping customer decisions in ways we can’t ignore.
💡 Key takeaway? Emotional loyalty isn’t just about discounts or rewards—it’s about shared values. Consumers who feel a brand aligns with their beliefs are often more loyal than those motivated by price alone.
This research could redefine how brands approach loyalty in 2024. Are you ready for this shift?
Kate O' Brien has been the General Manager of Loyalty at Air New Zealand for the past five years. Kate leads and holds responsibility for the Loyalty business including strategy development and execution, partner relationships and negotiations, airline loyalty tiers and benefits, data and analytics and P&L ownership. Hosted by
The Wiser Loyalty podcast series is a joint production of Let’s Talk Loyalty and The Wise Marketer. Twice a month, WMG CEO Bill Hanifin and CMO Aaron Dauphinee bring you an interview with an executive who has transformed strategy into practical application to generate business results. Our guest today is
Customer advocacy and emotional loyalty are driven by value-based alignment rather than product, service and price points. Explore a new take on customer loyalty from the latest whitepaper from Yuping Liu-Thompkins, Professor of Marketing at Old Dominion University and Director of Loyalty Science Lab. Her latest whitepaper: The Politics of
Menu