The economic worth of loyalty programs : an event study analysis
Year of publication: |
2021
|
---|---|
Authors: | Faramarzi, Ashkan ; Bhattacharya, Abhi |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 123.2021, p. 313-323
|
Subject: | Advertising | Brand value | Customer satisfaction | Event study | Loyalty program | Beziehungsmarketing | Relationship marketing | Kundenzufriedenheit | Kundenbindungsprogramm | Ereignisstudie | Event-Marketing | Event marketing | Werbewirkung | Advertising effects | Markenführung | Brand management |
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