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Keywords: Gender-effect
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Journal Articles
Gender Effects on Loyalty: A Replication in an Emerging Market
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2017) 2 (4): 299–305.
Published: 13 April 2017
...Falylath Babah Daouda; Paul T. M. Ingenbleek; Hans C. M. Van Trijp This paper replicates the gender-effect on object of loyalty found by Melnyk et al.(2009) , suggesting that females are more loyal towards individuals and males are more loyal to groups and organizations. Results from...
Includes: Supplementary data
