Valentyna Melnyk
Valentyna Melnyk
Professor of Marketing, UNSW Business School, University of New South Wales
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Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers
V Melnyk, SMJ Van Osselaer, THA Bijmolt
Journal of Marketing 73 (4), 82-96, 2009
The double-edged sword of foreign brand names for companies from emerging countries
V Melnyk, K Klein, F Völckner
Journal of Marketing 76 (6), 21-37, 2012
Make me special: Gender differences in consumers’ responses to loyalty programs
V Melnyk, SMJ van Osselaer
Marketing Letters 23 (3), 545-559, 2012
The effects of introducing and terminating loyalty programs
V Melnyk, T Bijmolt
European Journal of Marketing, 2015
Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products
K Klein, V Melnyk
Marketing Letters 27 (1), 131-142, 2016
Pink or blue? The impact of gender cues on brand perceptions
AC Hess, V Melnyk
European Journal of Marketing, 2016
What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions
R Van der Lans, Y van Everdingen, V Melnyk
International Journal of Research in Marketing 33 (4), 924-943, 2016
Temperature and emotions: Effects of physical temperature on responses to emotional advertising
P Bruno, V Melnyk, F Völckner
International Journal of Research in Marketing 34 (1), 302-320, 2017
Marking your trade: Cultural factors in the prolongation of trademarks
V Melnyk, M Giarratana, A Torres
Journal of Business Research 67 (4), 478-485, 2014
Resisting temptation: gender differences in customer loyalty in the presence of a more attractive alternative
V Melnyk
Australasian Marketing Journal (AMJ) 22 (4), 335-341, 2014
Analysing the motivations of Japanese international sports-fan tourists
T Nishio, R Larke, H van Heerde, V Melnyk
European Sport Management Quarterly 16 (4), 487-501, 2016
The ugly side of customer management–Consumer reactions to firm-initiated contract terminations
A Lepthien, D Papies, M Clement, V Melnyk
International Journal of Research in Marketing 34 (4), 829-850, 2017
What’s in a name? Asymmetry of foreign branding effects in hedonic versus utilitarian product categories
V Melnyk, K Klein, F Volckner
Journal of Marketing 76, 21-37, 2012
Recent trends in research and practice of customer loyalty and loyalty programs
V Melnyk
Actual Problems of Economics 11 (125), 415-420, 2011
Creating effective loyalty programs knowing what (wo-) men want
V Melnyk
CentER, Tilburg University, 2005
The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency
DA Jaud, V Melnyk
Journal of Retailing and Consumer Services 53, 101964, 2020
Predicting behaviour: comparing the performance of factual versus attitudinal approaches
J Holdershaw, V Melnyk, P Gendall, M Wright
International Journal of Social Research Methodology 21 (4), 439-452, 2018
The double-edged sword of foreign brand names for companies from emerging countries
V Melnyk, K Klein, F Volckner
International Retail and Marketing Review 9 (1), 49-72, 2013
Cooling down or Heating Up with Emotions: How Temperature Affects Customer response to Emotional Advertising Appeals
P Bruno, V Melnyk, F Völckner
ACR North American Advances, 2012
The Mystery Around Product Packaging: The Effect of Fantasy Labels on Product Evaluation and Actual Purchases
D A Jaud, V Melnyk, J R Landwehr
ACR European Advances, 2018
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