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Spill-over effects in multi-partner loyalty programs
| Nome: | Descrição: | Tamanho: | Formato: | |
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| 1.12 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study analyses spill-over effects in multi-partner loyalty programs. In
particular the effect of high prestige companies entering a multi-partner loyalty
program on the initial individual partners is under examination. The effect of size
(number of partners) is also examined. Results generally report a significant influence
of the entrant on the other individual partners that ally; negative spill-over effects are
observed. The study further shows that the strength of spill-over effects isn’t influenced
by the size of the partner loyalty program. Results have been confirmed through a
replication study.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Multi-partner loyalty program Brand alliance Spill-over effects Prestige Loyalty program size