Browsing UB Faculty Scholarship by Author "White, Ryan C"

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Fool's Gold? Assessing the Impact of the Value of Airline Loyalty Programs on Brand Equity Perceptions and Share of Wallet

Voorhees, Clay; White, Ryan C; McCall, Michael; Randhawa, Praneet (Sage, 2015)

Despite substantial investments in loyalty programs, hospitality industry managers and marketers are given little evidence regarding the loyalty programs’ overall effectiveness in driving consumer spending. This study of ...