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| Author: | Smith, A. Sparks, L. |
| Title: | All about Eve? |
| Journal: | Journal of Marketing Management
2004 : APR, VOL. 20:3-4, p. 363-385 |
| Index terms: | Consumer behaviour Loyalty Privacy Marketing Retailing |
| Language: | eng |
| Abstract: | Loyalty (hereafter as: l.) is a multi-faceted construct. Much of the research on l. considers aggregate aspects and dimensions. Here, the individual record of one l. cardholder is examined, analyzed and interpreted. The aim is to explore meanings of l. at a micro level. By building up a picture of an individual illustrated is the richness of such data for businesses and researchers, but in so doing it is questioned how ethical such an approach is (including for researchers). |
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