Valentyna Melnyk

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

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]}

• 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.

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

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