Relationship Marketing, Gender and Culture: Implications for Consumer Behavior

Arnold, Kara & Bianchi, Constanza (2001) Relationship Marketing, Gender and Culture: Implications for Consumer Behavior. Advances in Consumer Research, 28, pp. 100-105.

[img] PDF (82kB)
Administrators only

Abstract

Ongoing relationships between firms and their customers are receiving renewed interest in marketing. Marketing research has shown that building strong customer relationships is a means for gaining a competitive advantage for firms (McKenna 1991; Reichheld 1993), and has benefits for consumers as well (Gwinner, Gremler and Bitner 1998). But in what circumstances is this most likely to be a viable form of advantage? What consumers would be more likely to want to engage in a relationship with a marketer? This paper builds on the existing consumer relationship marketing literature by providing insight into the characteristics of relational consumers, an issue requiring further research suggested by Berry (1995). Second, a conceptual framework with several propositions for future testing is proposed. Finally, by linking gender and cultural variables to relational marketing, this paper adds to the existing theory on relationship marketing.

Impact and interest:

10 citations in Web of Science®
Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

ID Code: 15415
Item Type: Journal Article
Refereed: Yes
Additional Information: The contents of this journal can be freely accessed online via the journal's web page (see hypertext link).
Additional URLs:
ISSN: 0098-9258
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2001 Association for Consumer Research
Deposited On: 31 Oct 2008 00:00
Last Modified: 05 Jan 2011 13:39

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page