Banik, Shanta; Gao, Yongqiang; Rabbanee, Fazlul K. - In: European Journal of Marketing 56 (2021) 1, pp. 1-30
Purpose: Status demotion in hierarchical loyalty programs (HLPs) has received considerable academic attention. However, little is known about whether status demotion engenders two widely recognised behavioural intentions: revenge and avoidance. This study aims to make up this gap by examining...