Song, Chanho; Han, Min Chung; Paik, Sung-Hee Wendy; Hu, … - In: International Journal of Bank Marketing 42 (2024) 7, pp. 1813-1834
Purpose The purpose of this paper is to investigate the effect of reward redemption programs on donation amount, donation percentage and donation intention in the context of a bank credit card. Design/methodology/approach A 2 × 2 × 3 experiment is implemented with 1,070 consumers accessing...