Select Publications

Journal articles

Fritze MP; Völckner F; Melnyk V, 2023, 'Behavioral Labeling: Prompting Consumer Behavior through Activity Tags', Journal of Marketing,

Roberts JH; Uncles M; van Heerde HJ; Melnyk V; Dong MC, 2023, 'Marketing at UNSW Sydney: Building Marketing Capability in Australasia', Customer Needs and Solutions, 10,

Bruno P; Melnyk V; Murray KB, 2022, 'The temperature dimension of emotions', European Journal of Marketing, 56, pp. 2172 - 2215,

Melnyk V; Carrillat FA; Melnyk V, 2022, 'The Influence of Social Norms on Consumer Behavior: A Meta-Analysis', Journal of Marketing, 86, pp. 98 - 120,

Belli A; O’Rourke AM; Carrillat FA; Pupovac L; Melnyk V; Napolova E, 2022, '40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis', Journal of the Academy of Marketing Science, 50, pp. 147 - 173,

Klein K; Melnyk V; Völckner F, 2021, 'Effects of background music on evaluations of visual images', Psychology and Marketing, 38, pp. 2240 - 2246,

Dodds S; Jaud DA; Melnyk V, 2021, 'Enhancing Consumer Well-Being and Behavior with Spiritual and Fantasy Advertising', Journal of Advertising, 50, pp. 354 - 371,

Jaud DA; Melnyk V, 2020, 'The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency', Journal of Retailing and Consumer Services, 53,

Holdershaw J; Melnyk V; Gendall P; Wright M, 2018, 'Predicting behaviour: comparing the performance of factual versus attitudinal approaches', International Journal of Social Research Methodology, 21, pp. 439 - 452,

Bruno P; Melnyk V; Völckner F, 2017, 'Temperature and emotions: Effects of physical temperature on responses to emotional advertising', International Journal of Research in Marketing, 34, pp. 302 - 320,

Lepthien A; Papies D; Clement M; Melnyk V, 2017, 'The ugly side of customer management – Consumer reactions to firm-initiated contract terminations', International Journal of Research in Marketing, 34, pp. 829 - 850,

van der Lans R; van Everdingen Y; Melnyk V, 2016, 'What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions', International Journal of Research in Marketing, 33, pp. 924 - 943,

Nishio T; Larke R; van Heerde H; Melnyk V, 2016, 'Analysing the motivations of Japanese international sports-fan tourists', European Sport Management Quarterly, 16, pp. 487 - 501,

Klein K; Melnyk V, 2016, 'Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products', Marketing Letters, 27, pp. 131 - 142,

Hess AC; Melnyk V, 2016, 'Pink or blue? The impact of gender cues on brand perceptions', European Journal of Marketing, 50, pp. 1550 - 1574,

Melnyk V; Bijmolt T, 2015, 'The effects of introducing and terminating loyalty programs', European Journal of Marketing, 49, pp. 398 - 419,

Melnyk V, 2014, 'Resisting temptation: Gender differences in customer loyalty in the presence of a more attractive alternative', Australasian Marketing Journal, 22, pp. 335 - 341,

Melnyk V; Giarratana M; Torres A, 2014, 'Marking your trade: Cultural factors in the prolongation of trademarks', Journal of Business Research, 67, pp. 478 - 485,

Hess A; Melnyk V; Costley C, 2012, 'Brand perception: Influence of gender cues on dimensions of warmth and competence', Advances in Consumer Research, 40, pp. 856 - 857

Bruno P; Melnyk V; Völckner F, 2012, 'Cooling down or heating up with emotions: How temperature affects customer response to emotional advertising appeals', Advances in Consumer Research, 40, pp. 651 - 652

Melnyk V; Klein K; Völckner F, 2012, 'The double-edged sword of foreign brand names for companies from emerging countries', Journal of Marketing, 76, pp. 21 - 37,

Melnyk V; van Osselaer SMJ, 2012, 'Make me special: Gender differences in consumers' responses to loyalty programs', Marketing Letters, 23, pp. 545 - 559,

Melnyk V, 2011, 'Recent trends in research and practice of customer loyalty and loyalty programs', Actual Problems of Economics, 125, pp. 415 - 420

Melnyk V; Van Osselaer SMJ; Bijmolt THA, 2009, 'Are women more loyal customers than men? Gender differences in loyalty to firms and individual service providers', Journal of Marketing, 73, pp. 82 - 96,

Conference Abstracts

Jiang V; Melnyk V; Li W, 2023, 'Effectiveness of Framing in Advocacy Videos', in ANZMAC 2023 Conference Proceedings, Dunedin New Zealand, presented at Australian and New Zealand Marketing Academy Conference 2023, Dunedin New Zealand, 04 December 2023 - 06 December 2023,

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