Valentyna Melnyk

Valentyna Melnyk (born 1978) is a New Zealand marketing academic. She is currently a full professor at Massey University.[1]

Valentyna Melnyk
Born1978 (age 42–43)
Alma materTilburg University
Scientific career
Fieldsloyalty programs
InstitutionsMassey University
Thesis
Websitehttp://www.massey.ac.nz/massey/expertise/profile.cfm?stref=008250

Academic career

After a 2005 PhD titled 'Creating effective loyalty programs knowing what (wo-)men want' from Tilburg University, Melnyk moved to Massey University, rising to full professor.[1]

Melnyk's work focuses on loyalty programs,[2][3][4][5][6] but she appears frequently in the press.[7][8][9][10][11]

Selected works
  • Melnyk, Valentyna, Stijn MJ Van Osselaer, and Tammo HA Bijmolt. "Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers." Journal of Marketing 73, no. 4 (2009): 82-96.
  • Melnyk, Valentyna, Kristina Klein, and Franziska Völckner. "The double-edged sword of foreign brand names for companies from emerging countries." Journal of Marketing 76, no. 6 (2012): 21-37.
  • Melnyk, Valentyna, and Stijn MJ van Osselaer. "Make me special: Gender differences in consumers’ responses to loyalty programs." Marketing Letters 23, no. 3 (2012): 545-559.
  • Melnyk, Valentyna, and Tammo Bijmolt. "The effects of introducing and terminating loyalty programs." European Journal of Marketing 49, no. 3/4 (2015): 398-419.
  • Klein, Kristina, and Valentyna Melnyk. "Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products." Marketing Letters 27, no. 1 (2016): 131-142.

References
  1. Zealand, Massey University, New. "Prof Valentyna Melnyk - Professor of Marketing and Consumer Research". www.massey.ac.nz.
  2. "The flip side of reward schemes for shoppers". Stuff.
  3. "Fly Buys owner reports profit increase, lift in customer numbers". Stuff.
  4. "Experts explain the fine art of getting value out of loyalty schemes". Stuff.
  5. "Fly Buys loses Life and UniChem pharmacies". Stuff.
  6. "How the collectables craze is turning children into brand-savvy shoppers". Stuff.
  7. "Daily deals may have done their dash, experts say". Stuff.
  8. "The Bachelor NZ: What now for the sponsors after break-up bombshell?". Stuff.
  9. "Zespri bungle 'could cost industry dearly'". Stuff.
  10. "Power companies annoy customers with deals just for newbies". Stuff.
  11. diana@wordfusion.com, Diana Clement Your Money and careers writer for the NZ Herald (24 August 2013). "Buy Crikey: Cherry pick for best bargains" – via www.nzherald.co.nz.


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