The formation of loyalty program image and its impact on retailer’s overall image

In these economically turbulent times, loyalty programs (LPs) have increased in number and have become more popular with the consumer. To differentiate themselves from competitors, retailers are highly creative in designing their LPs. Can retailers do whatever they want with their LPs? The main and broad objective of this research is to conceptually question the existence of the LP image and its role in the formation of the overall store/retailer image. We believe that the LP image may contribute to the understanding of the effectiveness of loyalty programs.