Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives
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The aim of this research is to gain a deeper understanding of local merchant loyalty. Gender theories and shopping motivation literature were used to hypothesize drivers of consumer local merchant loyalty. Survey data from a nationwide random sample of consumers was employed to test the hypotheses. Results indicate gender significantly influences shopping motives and shopping motivation differences influence local merchant loyalty. Academic and managerial implications are discussed. © 2006 New York University.
author list (cited authors)
Noble, S. M., Griffith, D. A., & Adjei, M. T.