Abstract
The following empirical studies systematically examine the effects of medium magnitude on the four key decision fields in loyalty program memberships. Specifically, chapters 1 and 2 address consumers’ participation and redemption decisions, respectively. Thereafter, chapters 3 and 4 focus on loyalty program members’ product choices in the purchase and reward decision context.
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© 2015 Springer Fachmedien Wiesbaden
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Köcher, S. (2015). D Empirical Examination of Medium Magnitude Effects. In: The Paradox of Points. Applied Marketing Science / Angewandte Marketingforschung. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-09543-7_4
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DOI: https://doi.org/10.1007/978-3-658-09543-7_4
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-09542-0
Online ISBN: 978-3-658-09543-7
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