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June 19, 2026Marketing Science0 citations

On the Value of Coalition Loyalty Programs

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YLYan LiuJWJingmai WangYWYulan Wang

Key Points

  • The aim is to understand how coalition loyalty programs aid firms in price discrimination and the factors determining optimal program size.
  • Examined various coalition loyalty program structures
  • Analyzed market composition effects on program effectiveness
  • Studied firm's pricing strategies based on program size
  • A larger coalition loyalty program enhances price discrimination capabilities for firms.
  • Optimal program size varies significantly depending on specific market compositions.

Abstract

This paper examines how coalition loyalty programs enhance firms’ ability to price discriminate and shows why the optimal program size depends on market composition.

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Cite This Study

Liu et al. (2026) studied this question.

synapsesocial.com/papers/6a34def565a5b0777af2e325https://doi.org/10.1287/mksc.2024.1138
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