Do VIP programs always work well? The moderating role of loyalty

This paper addresses some important issues involving the effective deployment of ever‐increasing VIP program budgets. Recent research results on the effects of VIP programs have been somewhat mixed. Some studies have found a positive influence on consumer behavior, while others report no significant...

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Veröffentlicht in:	Psychology & marketing 2009-07, Vol.26 (7), p.590-609
Hauptverfasser:	Kim, Donghoon, Lee, Seung-yon, Bu, Kyunghee, Lee, Seho
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand loyalty Consumer behavior Studies
Online-Zugang:	Volltext
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