Spillover Effects of Status Demotion on Customer Reactions to Loyalty Reward Promotions: The Role of Need for Status and Exclusivity
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DOI: 10.1177/0047287518807576
Abstract: Prior research demonstrates that status demotion in the loyalty reward program heightens negative emotions, particularly when demotion is due to changes in company policies. In this research, we argue that such negative emotions are likely… read more here.
Keywords: status; status demotion; loyalty reward; spillover effects ... See more keywords