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Type: Thesis
Title: Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? / Byron Malcolm Sharp.
Author: Sharp, Byron Malcolm
Issue Date: 1999
School/Discipline: Graduate School of Management
Abstract: Evaluates an intervention in the marketplace. Examines the impact of a loyalty program on brand loyalty in a series of seven studies/replications across two countries and five product categories. Supports the use of Dirichlet norms to assess the impact of marketplace interventions, or at least loyalty initiatives. The comparisons against Dirichlet predictions seemed to work as expected in being able to show the impact, or lack of impact, of these marketing interventions. Provides a methodological and analytical framework for further studies of this kind.
Dissertation Note: Thesis (Ph.D.)--University of Adelaide, Graduate School of Management, 2000?
Subject: Customer services Management.
Consumer satisfaction.
Brand choice.
Description: Bibliography: leaves 134-145 and 157-158.
158 leaves ; 30 cm.
Provenance: This electronic version is made publicly available by the University of Adelaide in accordance with its open access policy for student theses. Copyright in this thesis remains with the author. This thesis may incorporate third party material which has been used by the author pursuant to Fair Dealing exception. If you are the author of this thesis and do not wish it to be made publicly available or If you are the owner of any included third party copyright material you wish to be removed from this electronic version, please complete the take down form located at: Copyright material removed from digital thesis. See print copy in University of Adelaide Library for full text.
Appears in Collections:Research Theses

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