Heerde, H.J. van

model marketing program loyalty effect brand loyalty programs price distribution research advertising journal variable loyalty program membership parameter loyalty program membership household consumer table customer store product party choice member marketing research chain market discount crisis share-of-wallet category equation consideration result strategy lucas critique loyalty program memberships supermarket science change van heerde impact reward value benefit estimate performance study behavior election attraction diffusion feature level loyalty program members purchase promotion intention elasticity marketing strategy growth paper base sales heerde marketing science number kraft utility critique policy analysis increase individual marketing mix endogeneity approach response discounting