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How to build CSR image with mixed-reward loyalty programs

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  • Mimouni-Chaabane, Aida
  • Parguel, Béatrice

Abstract

Spurred by growing consumer demand for sustainability, many loyalty programs (LPs) offer mixed rewards consisting of self-benefiting and charity-benefiting options. Taking a social perspective, this article examines how the design of mixed-reward LPs helps to reinforce Corporate Social Responsibility (CSR) image. Results from two experiments show that mixed-reward LPs can improve a firm's CSR image as well as customer loyalty, and the importance of giving customers options. Specifically, compared to a self-benefiting reward LP, a mixed-reward LP improves CSR image, but only when customers can choose the recipient charity. Allowing customers to split their donation between multiple charities further improves CSR image through the mediating effects of LP usage (i.e., prosocial redemption) and a social benefit for the customer (i.e., warm glow). These findings suggest that LPs can be relevant drivers for doing good and offer an additional, socially-based logic to rethink their role and design.

Suggested Citation

  • Mimouni-Chaabane, Aida & Parguel, Béatrice, 2025. "How to build CSR image with mixed-reward loyalty programs," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925001924
    DOI: 10.1016/j.jretconser.2025.104413
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