Research On Impact Of Customer Loyalty Programs Partnerships On Customer-based Brand Equity

Customer loyalty programs partnerships is a new type of strategic alliance, which is a new marketing strategy alliance model and an advanced form of strategic alliance based on the participation of enterprises union and consumers. With the rapid development of economic globalization, it has become a new trend that airlines worldwide have joined the International Air League Credits Union. What kind of competitive advantages can the airlines get from the customer loyalty programs partnerships? Since almost all the enterprises need to use the tool of marketing to sale their products and services, it has been the core of a successful marketing to understand the needs and requirements of the customers and furthermore, the different responses of the customers towards the marketing activities of enterprises arise after they have known, felt, seen and heard the brand of the enterprises. The concept of brand equity from the perspective of customers focuses on the cognitive and emotional processes of the customers, emphasizing the value of brand equity results from the behavior and attitudes of the customers. Therefore, what kind of influence will it bring to the brand equity of its customer perspective after joining the credits league? There is rare research on these practical issues in the academic study, thus it needs a further study.In this paper, in order to address the issues more accurately and comprehensively, I combine theoretical knowledge with the practical issues to learn more about the impact of customer loyalty programs partnerships on the brand equity of its customer perspective. In order to explain the impact, this article will relate the credit union strategy to the strategic management theory the enterprises adopt, mainly competitive potential theory, resources and power capability theory; and use the corresponding mechanism of strategic theories, i.e. corporate strategic management logic, including positioning logic, leverage logic and opportunity logic. Since it is difficult to explain the impact from the perspective of empirical research, we turn to study how the competitive advantages obtained by joining the customer loyalty programs partnerships are based on customer perspective of brand equity.The results show that the customer loyalty programs partnerships strategy airlines choose enables them to obtain the same competitive advantages, which are as follows:the establishment of a seamless global connection, code sharing, integrating and expanding exchange channels, to establish a secondary brand association, providing a higher quality of customer perception and perceived value. From the perspective of positioning logic, in order to hold an invincible position in the fierce competition of global aviation industry, the airlines are better identify their potential strengths---to build a seamless worldwide connection, go international and extend their services worldwide; from the perspective of leveraged logic, by joining the league, the airlines can build and expand customer integration and exchange channels and secondary brand association through code-sharing, which enables the airlines to gather valuable resources and maximize the value; from the perspective of opportunity logic, when the airlines want to join the customer loyalty programs partnerships, they are required to meet the accession criteria. They need to improve their management level and service level, to learn from Union members in order to better serve customers. The competitive advantages airlines obtained can improve customer awareness of the actual airline or improve customer perception, which brings positive judgments towards the airline brand, thus generating positive attitudes and behaviors like attitude attachment, behavioral loyalty and active involvement, etc. Such positive attitudes and behaviors mean a resonance between the customer and the airline brand. When it happens, it brings a positive reflection on the brand and its marketing activities, thus a positive brand equity which is based on the customers is established.By studying the competitive advantages obtained by joining the customer loyalty programs partnerships, we can learn about the influence on customer perspective of brand equity. This article not only helps people to better understand why various airlines in recent years continued to join the customer loyalty programs partnerships, but also provide some theoretical reference for airline managers who want to join the customer loyalty programs partnerships..