Blar i Scientific articles på emneord "Markedsføring"
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Consumer Centered Policy Inquiries: a Call to Explore Policy Through a Consumer Lens and Consumers Through a Policy Lens
(Peer reviewed; Journal article, 2022)The Journal of Public Policy and Marketing has long welcomed scientific inquiry at the intersection of public policy and consumer behavior. While the existence of this intersection feels like a given, defining the contours ... -
Synergistic and cannibalization effects in a partnership loyalty program
(Journal article; Peer reviewed, 2020)The implicit promise of a partnership in a loyalty program (LP) is that the partners will gain new customers and the LP will reinforce the loyalty to focal partners. Although customers may be encouraged to cross-purchase ...