Valentyna Melnyk Explained

Valentyna Melnyk
Fields:	loyalty programs
Workplaces:	Massey University
Alma Mater:	Tilburg University
Thesis1 Title:	Creating effective loyalty programs knowing what (wo-)men want
Thesis1 Url:	https://tilburguniversity.on.worldcat.org/oclc/71712924
Thesis1 Year:	2005
Website:	http://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.

Notes and References

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