Synergistic and cannibalization effects in a partnership loyalty program
Matilda Dorotic, Dennis Fok, Peter C. Verhoef, Tammo H.A. Bijmolt
| Year of publication: |
2021
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|---|---|
| Authors: | Dorotic, Matilda ; Fok, Dennis ; Verhoef, Peter C. ; Bijmolt, Tammo H. A. |
| Published in: |
Journal of the Academy of Marketing Science. - Dordrecht : Springer Netherlands, ISSN 1552-7824, ZDB-ID 2067360-7. - Vol. 49.2021, 5, p. 1021-1042
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| Subject: | Loyalty programs | Partnership | Coalition | Cross-buying | Synergy | Cannibalization | Customer purchases | Purchase reinforcement | Kundenbindungsprogramm | Loyalty program | Beziehungsmarketing | Relationship marketing | Konsumentenverhalten | Consumer behaviour | Synergie | Verkaufsförderung | Sales promotion |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11747-020-00759-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012614780