PL EN


2011 | 4 (54) | 58-63
Article title

THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

Title variants
Languages of publication
EN
Abstracts
EN
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.
Contributors
  • University of Waikato, Hamilton, New Zealand
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.cejsh-26c0ccbb-3dc5-45e7-9ff9-4eb90244b91c
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.