Valentyna Melnyk

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

Valentyna Melnyk
Born	1978 (age 45–46)
Alma mater	Tilburg University
Scientific career
Fields	loyalty programs
Institutions	Massey University
Thesis	Creating effective loyalty programs knowing what (wo-)men want  (2005)
Website	http://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.{{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.

External links

• Valentyna Melnyk publications indexed by Google Scholar
• Valentyna Melnyk on LinkedIn
• Publications by Valentyna Melnyk at ResearchGate