Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: All About Eve?
Author(s): Smith, Andrew
Sparks, Leigh
Contact Email:
Keywords: loyalty
consumer behaviour
Issue Date: 2004
Date Deposited: 10-Apr-2013
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).
DOI Link: 10.1362/026725704323080452
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.
Licence URL(s):

Files in This Item:
File Description SizeFormat 
Sparks_2004_All_About_Eve.pdfFulltext - Published Version309.7 kBAdobe PDFUnder Embargo until 3000-12-01    Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

The metadata of the records in the Repository are available under the CC0 public domain dedication: No Rights Reserved

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.