E&M
2025/1
Contents

Editorial
Focus. Leveraging Loyalty to Create Value
The Strategic Power of Customer Relationships: Leveraging Loyalty to Create Value
Going Beyond Discounts: Loyalty Trends in Italian Retail
Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand
Short- and Long-Term Metrics: Key Loyalty Indicators That Truly Matter
Visual readings
Science
Replace, Add, Augment: A Possible Classification Framework for AI Marketing
The Distribution of Corporate Profits: Factors of Inequality Among Italian Firms
Themes
Carried Interest: Balancing Incentives and Taxation
Corporate & Investment Banking: Perceptions of GenZ and Millennials
Analyzing the Concept of Loyalty: A Four-Dimensional Relationship with the Brand
Companies that successfully implement targeted, adaptive loyalty strategies not only boost customer retention but are better positioned to grow and thrive over the long term. The ability to understand the various aspects that influence customer loyalty is essential to creating programs that effectively address consumer needs. To do this, we need to analyze the four main dimensions of loyalty: cognitive, affective, conative, and behavioral. These dimensions reflect various aspects of the relationship between the customer and the brand, so for each one, we must identify the key antecedents (the factors that cause its occurrence) and outcomes (the concrete effects that arise).