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Keywords: Managerial implications
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Journal Articles
The dark side of channel loyalty programmes – managing tier demotion and deceitful behaviours
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (9): 2533–2545.
Published: 16 November 2022
... in different industries and in multiple international markets. As a marketing practitioner, one of the challenges we experience with the existing body of academic literature is the difficulty to enact managerial implications arising from field studies and experiments. Unfortunately, the managerial...
