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Keywords: Aggregation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2013) 47 (8): 1238–1255.
Published: 26 July 2013
...Youjae Yi; Hoseong Jeon; Beomjoon Choi Purpose – The present study seeks to examine how perceived uncertainty of reward schedule and reward frame (i.e. segregated vs aggregated) affect consumers' evaluation of loyalty programs. Design/methodology/approach – The authors conducted three...
