Features of Using Marketing Tools to Increase Loyalty of Premium Brands Customers

Student: Chirikova Victoria

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

The paper discusses how consumer’s loyalty for premium brands can be affected. The paper aims to identify consumer attitudes towards premium brand loyalty programs. The methodology of the study based on qualitative research using semi-structured interviews with premium brands customers. The data was fulfilled in 2020 in Moscow, Russia. The paper defines customer loyalty programs as a marketing relationship tool and includes the differentiation criteria from the frequency and reward schemes, along with examining the role of customer loyalty programs for premium brands. It overviews literature on the systematization of the reward types widely used in loyalty programs. The study helps to develop the theory of marketing relationships and the issue of customer loyalty programs.

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