How push messaging impacts consumer spending and reward redemption in store-loyalty programs
Year of publication: |
2021
|
---|---|
Authors: | Bies, Suzanne M. T. A. ; Bronnenberg, Bart J. ; Gijsbrechts, Els |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 38.2021, 4, p. 877-899
|
Subject: | Field experiment | Heterogeneous treatment effects | Loyalty programs | Mobile marketing | Kundenbindungsprogramm | Loyalty program | Beziehungsmarketing | Relationship marketing | Privater Konsum | Private consumption | Konsumentenverhalten | Consumer behaviour |
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