Existing customers’ reaction to new customers’ exclusive discount: The impact of strategies that reduce long-term but not short-term inequity

Publisher Copyright: © 2025 The Author(s). Published with license by Taylor & Francis Group, LLC.

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Publication Details

Journal
The Journal of Marketing Theory and Practice
Published
2025-09-02
DOI
https://doi.org/10.1080/10696679.2025.2552276
Primary Topic
Consumer Market Behavior and Pricing
Type
article
Field-Weighted Citation Impact
0.00
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article

Existing customers’ reaction to new customers’ exclusive discount: The impact of strategies that reduce long-term but not short-term inequity

Veli‐Matti Rikala
The Journal of Marketing Theory and Practice
Consumer Market Behavior and Pricing
article

Existing customers’ reaction to new customers’ exclusive discount: The impact of strategies that reduce long-term but not short-term inequity

Veli‐Matti Rikala
article en

Abstract

Publisher Copyright: © 2025 The Author(s). Published with license by Taylor & Francis Group, LLC.

The Journal of Marketing Theory and Practice
Aalto University (FI)
Openalex Percentile: Top 70%
Consumer Market Behavior and Pricing
DOIOpen Access PDFOpenAlex
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Existing customers’ reaction to new customers’ exclusive discount: The impact of strategies that reduce long-term but not short-term inequity — Veli‐Matti Rikala · The Journal of Marketing Theory and Practice (2025) | TGRS Research Map | TGRS