Cover -- Contents -- Editorial -- Using private label credit cards as a loyalty tool -- Using customer equity models to improve loyalty and profits -- The art of storytelling: how loyalty marketers can build emotional connections to their brands -- Life is not a shopping cart: three keys to building brands and improving customer loyalty -- The role of loyalty programs in behavioral and affective loyalty -- Lasting customer loyalty: a total customer experience approach -- Segmenting customer-brand relations: beyond the personal relationship metaphor -- Look after me and I will look after you! -- A strategic approach to building online customer loyalty: integrating customer profitability tiers -- The royalty of loyalty: CRM, quality and retention -- Masochistic marketing: Volvo Australia's not "so safe" strategy -- Customer satisfaction and loyalty in a digital environment: an empirical test -- Customer loyalty programs: are they fair to consumers? -- Can a brand outperform competitors on cross-category loyalty? An examination of cross-selling metrics in two financial services markets -- Does parent satisfaction with a childcare provider matter for loyalty? -- Movie theaters' suicide-by-advertising with income from abusing customers -- Awards for Excellence.