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.

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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.

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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

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