CINXE.COM

<!DOCTYPE html><html lang="en-US"><head><title>Just a moment...</title><meta http-equiv="Content-Type" content="text/html; charset=UTF-8"><meta http-equiv="X-UA-Compatible" content="IE=Edge"><meta name="robots" content="noindex,nofollow"><meta name="viewport" content="width=device-width,initial-scale=1"><style>*{box-sizing:border-box;margin:0;padding:0}html{line-height:1.15;-webkit-text-size-adjust:100%;color:#313131;font-family:system-ui,-apple-system,BlinkMacSystemFont,Segoe UI,Roboto,Helvetica Neue,Arial,Noto Sans,sans-serif,Apple Color Emoji,Segoe UI Emoji,Segoe UI Symbol,Noto Color Emoji}body{display:flex;flex-direction:column;height:100vh;min-height:100vh}.main-content{margin:8rem auto;max-width:60rem;padding-left:1.5rem}@media (width <= 720px){.main-content{margin-top:4rem}}.h2{font-size:1.5rem;font-weight:500;line-height:2.25rem}@media (width <= 720px){.h2{font-size:1.25rem;line-height:1.5rem}}#challenge-error-text{background-image:url(data:image/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHdpZHRoPSIzMiIgaGVpZ2h0PSIzMiIgZmlsbD0ibm9uZSI+PHBhdGggZmlsbD0iI0IyMEYwMyIgZD0iTTE2IDNhMTMgMTMgMCAxIDAgMTMgMTNBMTMuMDE1IDEzLjAxNSAwIDAgMCAxNiAzbTAgMjRhMTEgMTEgMCAxIDEgMTEtMTEgMTEuMDEgMTEuMDEgMCAwIDEtMTEgMTEiLz48cGF0aCBmaWxsPSIjQjIwRjAzIiBkPSJNMTcuMDM4IDE4LjYxNUgxNC44N0wxNC41NjMgOS41aDIuNzgzem0tMS4wODQgMS40MjdxLjY2IDAgMS4wNTcuMzg4LjQwNy4zODkuNDA3Ljk5NCAwIC41OTYtLjQwNy45ODQtLjM5Ny4zOS0xLjA1Ny4zODktLjY1IDAtMS4wNTYtLjM4OS0uMzk4LS4zODktLjM5OC0uOTg0IDAtLjU5Ny4zOTgtLjk4NS40MDYtLjM5NyAxLjA1Ni0uMzk3Ii8+PC9zdmc+);background-repeat:no-repeat;background-size:contain;padding-left:34px}@media (prefers-color-scheme:dark){body{background-color:#222;color:#d9d9d9}}</style><meta http-equiv="refresh" content="390"></head><body class="no-js"><div class="main-wrapper" role="main"><div class="main-content"><noscript><div class="h2"><span id="challenge-error-text">Enable JavaScript and cookies to continue</span></div></noscript></div></div><script>(function(){window._cf_chl_opt={cvId: '3',cZone: "onlinelibrary.wiley.com",cType: 'managed',cRay: '8e71ab82dfe549b4',cH: '5mRLw.I_0d3Pp7o2p4F88eJijUh4W8rNlJxsctYjlr8-1732370263-1.2.1.1-d2L6y8Q60FVH7DEr5ix7Pk98IEQFT4jIalF2E4urfVFsIAL8Lw39SS.PIKuI_0R2',cUPMDTk: "\/doi\/full\/10.1002\/mar.21670?ref=revenuemarketingalliance.com&__cf_chl_tk=RhMgBaDRtOg8OklvV2NuO_Sj1sTdNzi0Z1IqCoWPngU-1732370263-1.0.1.1-ql19QukmPXErZvMRZmf_zuaWqAT96sZY5_Zz11lDhAk",cFPWv: 'g',cITimeS: '1732370263',cTTimeMs: '1000',cMTimeMs: '390000',cTplC: 0,cTplV: 5,cTplB: 'cf',cK: "",fa: "\/doi\/full\/10.1002\/mar.21670?ref=revenuemarketingalliance.com&__cf_chl_f_tk=RhMgBaDRtOg8OklvV2NuO_Sj1sTdNzi0Z1IqCoWPngU-1732370263-1.0.1.1-ql19QukmPXErZvMRZmf_zuaWqAT96sZY5_Zz11lDhAk",md: "aR8p6CMBabdTLU7r8fdO9pHuWU1OdmaksAzncbsXBIs-1732370263-1.2.1.1-Kh3CSmFfUmCMcKI1Wx97tcIJlyCnatCyUmGebDirwiGiCDvEygbdONmLiCFpPKQ_1m4KF54vKN7ko6UWwUDSdZ36Po6hxalujFjTRFcAuluSFwYfFdBm7nGDGmgaSvhpF9Sz1.ZadPVmYKyGe1hRKdjowgr5MEVjXEKQ5WXHD3VzUqrLN3nnEa1d2KxtfdjPmMfheXHMPtORyNDQbkDfmmGpYTNJ.HUoU1rW5rwAq.Xw2C1eIybtCw9FIHz_XshD0x5ukhuEwCTkBT_DfMUtgMu_dXxKUQ245ZcysXyDMug8gBq0GQ_mX5Be9aLFKUnsJyTRhNxZ43oMxJdOKPkVVUO.Z2lviButLDBJIBHTWLnszN6nNlLY3ZeYegLfWxvOUSz79Xj22Pq5v08Wp.QIFYNbDAiY_uQPEOZNLN9odCCuqIMy8wdZMzKXuXJzhxbouE133pkWGMoKUmbrfM06okiZlC6LFsO0J0LjUhoXXcjD0m5hc81bXiQJxLt5EsJNN1HFzqwrzpMAWK9zR75igmwWW4zAKOQLhC2joZKeAtBQUQ1b7N.q0nl2Ctyjs4lt0Y7QpkSYIPQxUNuEP1UM.AnqKikcsdFzQfNmr9eaWAJ5LSl_gf7OJtJ1GynHcOMwI8mVEb5HrAoEZ6mbKVEsY6pZzYpROkezH1nonkHrSi08oSJCy47wRbXXaJm6JshTpzsOYvyCPk.g37lG2eQ3uKJdzBOAzSsmkHOp9nBURjFHQj3qP.o57vb7iyOeIwkSNDb8ttx42FOuw2yfoXLBj.DImGtBkdDwMhSfaqfk1cVcjctAcNwb4JwE7gtH5YmFgoFK_CzWw.fRdwAoweIIgDExA4Fz5ssK.26kQn49tPCTvQR2n5I.xFZOLvo6glbLi9mIMVyTE62e4J_3mXl2M_DraiX97rynUcZzYMZy3qgAoxlR75xISIfN6nn7pcvUbErh5EWrWr5945ind.SfdekeFFCcVRU1V_Vx4a_TVmOY1ffQoY9mNSK_WpDjWSCKQeM2c4R9XJWOaMNd3lr0drERTW9XHAzqPCX_QSp9BKbe883iI1OCHPA6crf9fx4RBRvNefVpRwKVD9petHCUoCYY0SHSIBHFp4N.ge1.Bjh1LOTm_yAGpORz8hQgIMAgZP.47eUzg6NSRmtkGt26_RnZkwGPs.r0mW7nfUzhT0Lq33i0RglIgRCPsYY4zs2bhR2QY9QHmtA3nptZnc6lMdJxD1kzUg7vDlBfR8MaESqgLwj1SQHFNRWlqaMoi1qJxwUDjN57cshfVyqd6Myi1gbYjUpXAZKK2QBJap1iq_9Bi2hyUdAlYGXgB4RDeIN.rcW2WebMePOSAxH8MiOcPcE0v8qmzbaNMtyS9ZDRWlU.w3vww9wgsIlcT7H9L3KJm1OKioF9cMFF1KLww6IdMuCGn7ZnusGXQqGXZ0qmdD5xYYmPso8bC94KW1CjDpwXpynFmwEpX7hUdUS6um30Z_oqFlW9lGNuJzskAlvILRy27_m4yVTNgrvHqpc8BgOWYhRBisi32ALhcWnW73mPl762QsKUXJzB7ucY9YcHbrU.WP00JLZqQTpvfNjICxI7mKhTeG8PGkyDordXMsq1_0ovSWOpP8ARVLa_pS2wLS7LANMbLTh.BxFYLHvypJVrQKg_jCZP9CRWNN7TwrrvSAQRp_V0wZEkE9QtQIkQhYFDEM.TV.cUzrx6C88QCaQIP2k3xZjY6v9M.nseTBFWhFv2zh2hM4CNHRbs9zxk6rmsWDVk4nprRIk6FuHqGnbX8EtuJTVnkmdriwAHbJGlkvRI3F8jOu.Z8rtd86izTz7IgPfFTnM1m0CI_il556csF4._vu.B19NhfqN2uFYtsBI6CYKSQQeoA3ZTWzKQrX19.tTwUInkRTQmQneiYBGAC3aJxynCJPqzjmYbvSTNTXdGShWz9_A4Q6vuT9sgqm4h1ghxRC6j_kCH_rQcIT_0j5_4T7fj1VY.wA9MhxvDVyfpOl5GZ_QzrU59yTQJzqIMCQ_t9c6XF3dD_.8dqLM3VvgY7z1wstV8RlEVDDUQ8ZlwzsuKs8t0ELvOxD2sLojZDUlWsbvOkXPKHpGApbiOF2CVegPQNmReDG2yuKUzudxZd5yMjoH1wK_dsWba_zZVvFuwYuKPnIhxmUZ0Ct8u2ZIcA_YsFcM8gASvoXL8H5cSpk_4HgkzOdUMLr0U703ZiuoSK0x4Ma01U3saiFYbl1Br3uZH87qXUmfcZknIV00sI0bdN_KdwHVvUemjTs9qgZXKx_SZ_rYmj5oObs6VCLV7rev8xK6aGxtqF2rndLgcyqnk1ij_r83UoFyl.IqYvRgRaL1QcCpSCB3nICju4bBaXxoS7LjiIKysrPDUz8Y_Ubac06aFYj8oO2NtgZbC9un_lYDUwXFyFtAV7SRtLxwCMmbYoM7iH1G803p5CMTKohYCqJXNtu_7xBzTcGklnaqy9Yb_eS0NzsbmwkL6zCRNMECR.fB2gDvQFqLHJ.iz5oJOTbEM5BAfq8il76yyApBQfh6BXjviugUv6Z0IMAO2y.UuKo53USYTayQw9O9g0W.ZzTR2junrmofnDsWE1SrE0JuyzFVhxg8A0i_WW4n5yqI4alF8UmGOLNTU2BZf2PiwP07Dx3Uwc7E.1ol3M5D2JgE6BEu0EA6L73cDz0geQKLNTAb5JgUD_9xUAX_x5weRbBre.SBUFzD.3Y2yHgfi6y.00CMH6M6Ncf0IzeFDNR5_VV5Dj3vZyO7VmYqSLBk2exF5FjluOJBuaowXM_WhvuwBOQh9Z1r_vTDkcj_Txqd_75qZy.UcQbAn7DJvRvxBxhrMg7GnyOfmweBrCC.2XNtDpC4e4szuD5gDq5ApZ5neW_aINwQ0qL6Y9I2vxUzI1sZEvhTnVF4oP715z.kA9i7hVfVerPkL3FLFO0Ao_7yibxM.LsWA59nTSQ7E.nVSYic3SeyFP8Y25NFc6YN2NsvJwmo3Tswn6c2wcEB6ou_dgcQm8mb18v3jXBgUbsIeAgBF03lKTRQVI9wV0w8H0ih2MpWlNA4pGfDesq3XE2adtQmyFsr_IfQkEg",mdrd: "vzkpAhCTcskpxG8XQFRS_l_ZnT9lrS3_tY0c4NlHrUE-1732370263-1.2.1.1-gy_SwW5f7JRWeDhAaGIm_fpgn4ldzLHGlpuCC022MYCncuvxZ3MOmtDZRgpHstyQyWUdRzxGZ4S1CbmDxqfMS61c9CB2NsMB8ghDiRwL1dvI_yq.t1tcbXTQeMAOeeVSglA8oIClUrfJrT9U_vsVyjS8tUk_UW_BB.tI2ZmNYsBy7XPYi54lEwupDSMhL3eAc6_jLM2.IyeHsDyltxDd4u1IxeJgdQ4R3Xo1aHURiHlNrWfuHnT5Vk..Lc6COWnPmIjkj44FZfPFW7_SqYP_j6eHpspuYFVhze6nspQXgcg7xKm4mY6pVNbYDEyL0a5v6nUGEPHbLrPRM38pd_SHhAUgWM3H8MTI4p0yI1UKBJ4SbkYWwRQbVqshhXczlO291Y7UXum4yvoHP8faiQR1A04SSW73MYLE3C6MB72mbZWuKVq63hEQaq7XPcEVdk_vcMuHA4JP_xxxvWUv6f7osa7rc7.vh2.AMo2wrbxBl5E2xAhLcfHP5Dnb4j5ns3p7mEKFQYWBSKC0ATvdMEqnrgNvdFMB6pTpuI1TRUcYTadh6jmc_G1EH9WNEd0lhGEh0tYTojVXsrUsDBA3mZKVivEDnAWP0YQg5VKAjdRtDvjfm2lq2jTlpOS8OgovfqXUdVIsRPVGeh4lUhZqrnh8srAC2s7O_b_rSFFTydBw5S4RAYSIKzuGUvBq.e_sEquGUPUUGCoyBUwDAB.jO1J_Sh7AOvkP1f13Fkavwkj1WoEyBXAJc5wl1rmAJmL1b6FhXVrD9lulIL.T0rp6byhbJf.jv5BEecKGSk_yVB4hxBuNgEfuiGFXRSHVrHcVGUmJh.fJuDlXcFw3BxJ1KoBiJyh40fcsHVuzseMgqbHpwFCPvchFqG7zl04udjRMGeocZzkMWo0D2Jf5BWI4yoXPxTLYRW.svyXozksqUWKNKthaaXgX4PZYGU4C5gVIw2SL7De0Q2Lq8auOj2ejlif8Au5M_JY0PwLJxHAU_YHFUdP6Q4CHU1Uz8dQ5GZEjJHtUvRdN5nR9IJmmP_a.RGdpDNYNc7GdCP6EXUA8x_aj6o18.7nakDtQ.2S9speihHBEFnCZR10qktWG6Pml2GidPCO7SMq9qh7oVEisvUqgC6oyxNYiyuFuRmvsmTIHlhbE1socfmYkrj3Jn1W9mb60BuqWoZhZF01_mU6RpgjtX6yK6ywU9MNeOaR7v5ka7SQJ7_1BPRrGXGhr0DoBbhUvs.4LmKpXbCtE9KdQl57RrDTzYllw5RfITTDuzt3AMOIEd9BYx0VcxJqV4N6Nrv7R_pMONV4mvuj1FGgTbpvk5jbct_Kfk3Bhp7OFVzXELqEQIgKj9dLt04evYvexhR5nzp8RMGE3nwwperCDsPkR._rCCoIzBLlyUOwNUhKNotRQPYHjqcd2Oy8aPkJxt7hasPizRp9SP.J354zFdu6_U3K.vsUxitTZVwzOHCGQqJLgM7Y_PKCDGtILHlEY8_lVIjn9gnDcIdk9GyAxvbxT0xJdM9KC6d7cYHwDUvCSmc_s6FtTdCNzbMeN_l2ovjexuQwQyUepijjRw808Ai34N3J6DROtdInVhLyVW1LtV2YQx6h9IpnKsMy4H80PHvaPOCc2Bi9lddE4gj2lozEExLzbkZAfxSvG_u8j5YdeVMVz5GbdpiovNKr3CATCOInZfRDmMTByqfc3s_l3dxPZ7z6Z7Mh9uUfOLxh..elLgySOlR5pxZR89.oc3QGAOlYSuX304J8ldM7C7JAL3X4iTn7UhJCmHS8WjAAs4OuvsKm9hxJUXNI1X669hZOpbSeqxkk0462GhxXai.YCTzhqadp.u4KX.FxM89FC5BxoqQrWe1fQwsa4qGdhQG8yV108ERW46620lKT3vF0TvTtqi2PG6Ex0S88ZLrF0rjk99ZLre5D7wy34RbYYDXgxRkESQ_iqp1dEgkNZoI9_Tcrn8n9w__l3wPeHVi4hL0KkQZYtJROr19JQN5vAmf09qcRHDA"};var cpo = document.createElement('script');cpo.src = '/cdn-cgi/challenge-platform/h/g/orchestrate/chl_page/v1?ray=8e71ab82dfe549b4';window._cf_chl_opt.cOgUHash = location.hash === '' && location.href.indexOf('#') !== -1 ? '#' : location.hash;window._cf_chl_opt.cOgUQuery = location.search === '' && location.href.slice(0, location.href.length - window._cf_chl_opt.cOgUHash.length).indexOf('?') !== -1 ? '?' : location.search;if (window.history && window.history.replaceState) {var ogU = location.pathname + window._cf_chl_opt.cOgUQuery + window._cf_chl_opt.cOgUHash;history.replaceState(null, null, "\/doi\/full\/10.1002\/mar.21670?ref=revenuemarketingalliance.com&__cf_chl_rt_tk=RhMgBaDRtOg8OklvV2NuO_Sj1sTdNzi0Z1IqCoWPngU-1732370263-1.0.1.1-ql19QukmPXErZvMRZmf_zuaWqAT96sZY5_Zz11lDhAk" + window._cf_chl_opt.cOgUHash);cpo.onload = function() {history.replaceState(null, null, ogU);}}document.getElementsByTagName('head')[0].appendChild(cpo);}());</script></body></html>