Valentyna Melnyk (born 1978) is a New Zealand marketing academic. She is currently a full professor at
Massey University
Massey University ( mi, Te Kunenga ki Pūrehuroa) is a university based in Palmerston North, New Zealand, with significant campuses in Albany and Wellington. Massey University has approximately 30,883 students, 13,796 of whom are extramural or ...
.
Academic career
After a 2005
PhD PHD or PhD may refer to:
* Doctor of Philosophy (PhD), an academic qualification
Entertainment
* '' PhD: Phantasy Degree'', a Korean comic series
* ''Piled Higher and Deeper'', a web comic
* Ph.D. (band), a 1980s British group
** Ph.D. (Ph.D. albu ...
titled '' 'Creating effective loyalty programs knowing what (wo-)men want' '' from
Tilburg University
Tilburg University is a public university, public research university specializing in the social and behavioral sciences, economics, law, business sciences, theology and humanities, located in Tilburg in the southern part of the Netherlands.
Tilb ...
, Melnyk moved to
Massey University
Massey University ( mi, Te Kunenga ki Pūrehuroa) is a university based in Palmerston North, New Zealand, with significant campuses in Albany and Wellington. Massey University has approximately 30,883 students, 13,796 of whom are extramural or ...
, rising to full professor.
Melnyk's work focuses on
loyalty program
A loyalty program is a marketing strategy designed to encourage customers to continue to shop at or use the services of a business associated with the program. Today, such programs cover most types of commerce, each having varying features and ...
s, but she appears frequently in the press.
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
External links
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Living people
New Zealand women academics
Tilburg University alumni
Academic staff of Massey University
1978 births
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