In simplest terms, yes, for some, said Robert Passikoff, president of Brand Keys, a loyalty marketing consultancy.

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That could rankle some people, says Robert Passikoff, president of Brand Keys, a brand consulting firm based in New York.

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Robert Passikoff, CEO and founder of Brand Keys, a New York-based consultancy that specializes in brand engagement and loyalty, says most definitely yes.

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But there is a risk that not everyone will realize in advance how much of the money is going to be withheld, Passikoff says.

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