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.