THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR
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This article develops a theoretical framework for the effects of gender on customer behaviour. The article contrasts recent findings from multiple streams of literature, in particular, psychology, marketing and sociology, to develop a conceptual framework for the influence of gender on multiple areas of customer behaviour (e.g., customer decision making, customer loyalty, response to the advertising). Direction for the future research and managerial implications are discussed.
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