THEORETICAL FRAMEWORK FOR THE EFFECT OF GENDER ON CUSTOMER BEHAVIOUR

• Autorzy: Valentyna Melnyk
• Języki publikacji: EN

Abstrakty

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.

Słowa kluczowe

EN

GENDER DIFFERENCES; CUSTOMER BEHAVIOUR; MARKETING; CUSTOMER LOYALTY; SELF-CONSTRUAL

• Wydawca: Sumy State University, Business and Management Academy of Ukraine - Sumy regional branch and Publishing Company 'University Book'
• Czasopismo: Mekhanizm Rehuluvannya Economiky
• Rocznik: 2011
• Tom: 4 (54)
• Strony: 58-63

Twórcy

autor

Valentyna Melnyk

• University of Waikato, Hamilton, New Zealand