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Keywords: Scarcity messages
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Journal Articles
International Journal of Bank Marketing (2020) 38 (2): 296–309.
Published: 08 October 2019
...Chanho Song; Tuo Wang; Haakon T. Brown; Michael Y. Hu Purpose The purpose of this paper is to investigate how referral reward programs (RRPs) utilizing scarcity messages influence bank credit holders’ referrals to and adoptions by close or distant friends. Design/methodology/approach A 2×2...
Journal Articles
International Journal of Bank Marketing (2019) 37 (2): 531–544.
Published: 28 February 2019
...Chanho Song; Tuo Wang; Michael Y. Hu Purpose The purpose of this paper is to investigate how referral reward programs (RRPs) with scarcity messages influence consumer’ recommendation behavioral intentions about a bank credit card. Design/methodology/approach In total, 1,599 consumers...
