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Cited by 40Digital Marketing and Social MediaCustomer Service Quality and LoyaltyMarketing and Advertising Strategies

Customer Referral Reward–Brand–Fit: A Schema Congruity Perspective

Stumpf, Christian, Baum, Matthias·2016·Psychology & Marketing
DOI 10.1002/mar.20896
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Abstract

Customer referral programs (CRPs) are widely applied as an effective means to stimulate word‐of‐mouth. While previous research mainly focuses on CRPs’ impact of acquiring new customers, this study introduces referral programs as a strategic brand management tool. In doing so, this article emphasizes what has been largely neglected by scholars: A “recommenders‐perspective.” Guided by two competing theoretical perspectives, this article proposes that the perceived congruity between a reward and the recommended brand is an essential driver of referral program performance outcomes. The results show that rewards that conform to the image of the recommended brand yield more favorable reward attractiveness perceptions. Furthermore, the authors show that reward attractiveness perceptions inevitably affect the brand customers are asked to recommend in exchange for receiving this reward. The research reported here extends the literature on judgmental evaluations resulting from schema‐based processing and provides novel insights into the design of CRPs.

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Authors
Stumpf, C., & Baum, M.
Affiliations
University of Kaiserslautern (DE)
Corresponding author
Stumpf, Christian
ORCID
Venue
Psychology & Marketing
Publisher
Wiley
Published
2016-06-09
Volume
33
Issue
7
Pages
542-558
ISSN
  • 0742-6046 (ISSN-L)
  • 1520-6793
DOI
10.1002/mar.20896
OpenAlex
W2418434174
Cited by
40
References
100
Citations by year
2026: 5 · 2025: 3 · 2024: 4 · 2023: 7 · 2022: 4 · 2021: 3 · 2020: 1 · 2019: 6 · 2018: 3 · 2017: 3 · 2013: 1
FWCI
11.44
Type
journal article
Language
en
Open access
closed
Licence
onlinelibrary.wiley.com/termsAndConditions#vor (vor)
Locations
  • Psychology and Marketing (publishedVersion)
  • ERef Bayreuth (University of Bayreuth) (submittedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
customer referral programs, referral rewards, brand fit, word of mouth, brand image, strategic brand management

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