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Keywords: Equity theory
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Journal Articles
Unintended negative consequences of loyalty programs: endowed vs earned loyalty
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2021) 35 (2): 210–221.
Published: 01 June 2020
... a theoretical perspective, this study builds upon the literature of loyalty programs, endowed versus earned status, social comparison theory and equity theory. Melissa A. Baker can be contacted at: mbaker@isenberg.umass.edu 22 02 2019 22 07 2019 17 10 2019 03 02 2020 19 04...
Journal Articles
Investigating status demotion in hierarchical loyalty programs
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2017) 31 (6): 650–661.
Published: 18 October 2017
... comparison, emotion and equity theories to explain the different effects of demotion on customers from different status level groups. © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Customer loyalty Social identity theory Social comparison theory...
