Simon Blanchard, Dean's Professor of Marketing at Georgetown University and co-editor at the Journal of Marketing Research, joins Up Next to discuss research published in the International Journal of Research in Marketing on consumer financial data exchange. When a customer earns loyalty points at an affiliate restaurant or checks out using a buy-now-pay-later option, their financial data typically passes through actors they've never heard of. Blanchard applies equity theory to that four-actor ecosystem and explains why brands at the front of the consumer experience may carry reputational risk from partners they don't control.
Podden och tillhörande omslagsbild på den här sidan tillhör
Gabriella Mirabelli. Innehållet i podden är skapat av Gabriella Mirabelli och inte av,
eller tillsammans med, Poddtoppen.
