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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.

Bibliography: leaves 134-145 and 157-158. / 158 leaves ; 30 cm. / Title page, contents and abstract only. The complete thesis in print form is available from the University Library. / 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. / Thesis (Ph.D.)--University of Adelaide, Graduate School of Management, 2000?
Date January 1999
CreatorsSharp, Byron Malcolm
Source SetsAustraliasian Digital Theses Program
Detected LanguageEnglish

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