Valentyna Melnyk
Born1978 (age 45–46)
Alma materTilburg University
Scientific career
Fieldsloyalty programs
InstitutionsMassey University
Thesis
Websitehttp://www.massey.ac.nz/massey/expertise/profile.cfm?stref=008250

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

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. 1 2 Zealand, Massey University, New. "Prof Valentyna Melnyk - Professor of Marketing and Consumer Research". www.massey.ac.nz.{{cite web}}: CS1 maint: multiple names: authors list (link)
  2. ↑ "The flip side of reward schemes for shoppers". Stuff. March 2017.
  3. ↑ "Fly Buys owner reports profit increase, lift in customer numbers". Stuff. 22 August 2016.
  4. ↑ "Experts explain the fine art of getting value out of loyalty schemes". Stuff. 21 April 2016.
  5. ↑ "Fly Buys loses Life and UniChem pharmacies". Stuff. 11 September 2016.
  6. ↑ "How the collectables craze is turning children into brand-savvy shoppers". Stuff. 27 August 2015.
  7. ↑ "Daily deals may have done their dash, experts say". Stuff. 23 September 2016.
  8. ↑ "The Bachelor NZ: What now for the sponsors after break-up bombshell?". Stuff. 17 May 2016.
  9. ↑ "Zespri bungle 'could cost industry dearly'". Stuff. 9 April 2016.
  10. ↑ "Power companies annoy customers with deals just for newbies". Stuff. 5 March 2017.
  11. ↑ Diana Clement (24 August 2013). "Buy Crikey: Cherry pick for best bargains" – via www.nzherald.co.nz.


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