Linking loyalty programmes to cross-cultural marketing strategy: Implications for US Hispanic consumers

Abstract

This paper attempts to examine the impact of other-focused loyalty programmes on hedonic consumption and emotional branding among US Hispanic consumers. It investigates how consumer behaviour can vary across cultures and explains how other-focused loyalty programmes can affect customer behaviours with regard to hedonic consumption and emotional branding strategy in different cultures. More specifically, this study compares Hispanic and non-Hispanic consumer attitudes in the USA.