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Keywords: Loyalty programme
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Journal Articles
Journal of Social Impact in Business Research (2025) 1 (2): 22–40.
Published: 11 August 2025
...Kathleen Chell; Kyle Jensen; Andrew Dunton Purpose The purpose of this research is to determine whether loyalty programmes can encourage prosocial behavioural loyalty. Following the launch of the Lifeblood Gifts loyalty programme, the authors evaluated its impact on donation frequency, retention...
