Loyalty Science Lab is a loyalty think tank housed in the Strome College of Business at Old Dominion University. Led by Dr. Yuping Liu-Thompkins, the Lab's mission is to create and promote cutting-edge scientific research on brand and customer loyalty. Through collaborative efforts between marketing practitioners and academic researchers from multiple disciplines and multiple industries, the Loyalty Science Lab identifies high-priority loyalty-related issues, engages in deep, evidence-based scientific research on these issues, and disseminates the insight to benefit loyalty research and practice. The Lab aims to become the go-to place for the best insights into brand and customer loyalty.
The Politics of Brand Loyalty
Discover how social and political values are reshaping consumer relationships with brands. Our latest research reveals the impact of ideological alignment on loyalty, retention, and marketing strategy.
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