Episode 649

Customer Advocacy and Emotional Loyalty Driven by Value-Based Alignment (#649)

Published on: 6th March, 2025

The World’s Largest Loyalty Programs™ research report from Let’s Talk Loyalty is now available.

Download it by subscribing to our newsletter on the World’s Largest Loyalty Programs™ now.

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Customer advocacy and emotional loyalty are driven by value-based alignment rather than product, service and price points. Explore a new take on customer loyalty from the latest whitepaper from Yuping Liu-Thompkins, Professor of Marketing at Old Dominion University and Director of Loyalty Science Lab.

Her latest whitepaper: The Politics of Brand Loyalty unpacks US consumer views on values alignment and how ideological views impact brand decisions.

Hosted by Amanda Cromhout

Show Notes:

1) Yuping Liu-Thompkins

2) Old Dominion University

3) Loyalty Science Lab.

4) The Politics of Brand Loyalty

5) Marketplace Dignity Transforming How We Engage with Customers Across Their Journey (Book)

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.