The role of intrinsic rewards in driving brand engagement Case study:Fruital Coca cola
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Date
2022-06
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Publisher
Ecole des Hautes Etudes Commerciales
Abstract
We are wired to constantly seek pleasure and avoid punishment , however pleasure isn't only
one mere feeling it is a complex variable with different components processed by the brain's
reward system.this systèm gets activated by reception of rewards which makes humains in
general and consumers highly sensitive to them and influence their behaviors.
Not all rewards impact the consumer's behaviour to the same level. Brand engagement and
loyalty have been associated with intrinsic rewards more than they had been with extrinsic
rewards hence the necessity today to shift attention toward them and focus on seeking new
ways to inherently gratify the consumers.
This study is primarily aimed at getting to grips with this concept of intrinsic rewards, then
gather some of the ways companies are already using that help capitalize on them, and finally
proceed to test their effectiveness in driving brand engagement.
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Keywords
Rewards, Instrinsic rewards, Brand engagement, Loyalty, Consumer’s behavior