|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||All About Eve?|
|Publisher:||Westburn Publishers / Academy of Marketing / Taylor & Francis (Routledge)|
|Citation:||Smith A & Sparks L (2004) All About Eve?, Journal of Marketing Management, 20 (3-4), pp. 363-385.|
|Abstract:||Loyalty is a multi-faceted construct. Much of the research on loyalty considers aggregate aspects and dimensions. Here, the individual record of one loyalty cardholder is subjected to examination, analysis and interpretation. The aim is not to generalize but rather to explore meanings of loyalty at a micro level. By building up a picture of an individual we illustrate the richness of such data for businesses and researchers, but in so doing question how ethical such an approach is (including for researchers).|
|Rights:||The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.|
|Affiliation:||University of Nottingham|
Marketing and Retail Division
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