Gender and Proximity Marketing : Concept, Antecedents, and Effects
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DOI: 10.17010/ijom/2025/v55/i10/175613
Abstract: Purpose : This paper examined the concept of proximity marketing and its effectiveness by identifying its antecedents and evaluating the moderating role of gender. It specifically tried to explore how gender influenced the relationship between… read more here.
Keywords: proximity marketing; innovativeness; gender; marketing ... See more keywords