Competing loyalty programs: Impact of market saturation, market share, and category expandability

Journal of Marketing

Volumn 73, Issue 1, 2009, Pages 93-108

  Liu, Yuping ^a   Yang, Rong ^b  

^a OLD DOMINION UNIVERSITY   (United States)

^b STATE UNIVERSITY OF NEW YORK   (United States)

Author keywords

Category expandability; Loyalty programs; Market saturation; Market share; Resource based view

Indexed keywords

EID: 62149135668     PISSN: 00222429     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkg.73.1.93     Document Type: Article

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