We love research at the Loyalty Science Lab! Whether it's pure academic research or collaborative research with industry partners, our researchers aim to create a deeper understanding of brand loyalty and customer loyalty. Check out our sample projects, recent publications, and research insights for practitioners.
The Politics of Brand Loyalty
Sample Current & Past Projects
Loyalty Calculus
Loyalty Program Mindset
Defining Loyalty
Future of Loyalty
Goal Psychology in Loyalty Programs
Monetary vs. Non-Monetary Rewards
Explore The Loyalty Puzzle
Every three years, Loyalty Science Lab compiles a list of the most important loyalty questions at the moment based on academic and practice community feedback.
Recent Academic Publications
- Zhang, Junzhou and Yuping Liu-Thompkins (2023), "Personalized Email Marketing in Loyalty Programs: The Role of Multidimensional Construal Levels,” Journal of the Academy of Marketing Science, in press. https://doi.org/10.1007/s11747-023-00927-5
- Liu-Thompkins, Yuping, Shintaro Okazaki, and Hairong Li (2022), "Artificial Empathy in Marketing Interactions: Bridging the Human-Al Gap in Affective and Social Customer Experience," Journal of the Academy of Marketing Science, 50 (6), 1198-1218. https://doi.org/10.1007/s11747-022-00892-5
- Liu-Thompkins, Yuping, Leila Khoshghadam, Arjang Attar Shoushtari, and Saeed Zal (2022), “What Drives Retailer Loyalty? A Meta-Analysis of the Role of Cognitive, Affective, and Social Factors Across Five Decades," Journal of Retailing, 98 (1), 92-110. https://doi.org/10.1016/j.jretai.2022.02.005
Research Insights for Practitioners
Check out our Medium page for accessible research insights with key takeaways for practitioners. Here are a few of our most popular articles:
- Understand the Layers of Loyalty: We are often asked this question: "What is loyalty?" Drawing on years of loyalty research, we look at the four layers of loyalty and how they matter in different ways.
- Do Loyalty Programs Work? Two large-scale scientific studies published in top marketing journals offer evidence on loyalty program impact and optimal design considerations.
- Six Criteria for Assessing Your Loyalty Program Value: Consumers engage with loyalty programs that provide value to them. This article outlines six criteria for assessing the overall value of a loyalty program.
- How to Make Brand Activism Work: Brand activism is the act of brands taking a public stance on one side of a controversial issue. This article looks into its effects on the brand and how to make it more effective.