Gender Differences In Reaction To The Compromising Of Ethical Integrity And Shared Values

Abstract

While marketing firms, and the related marketing literature, have devoted a great deal of attention to the cultivation of relationships between companies or organizations and their consumers/supporters, the issue of relationship dissolution has been largely neglected by comparison. The present study is an attempt to address this neglect by bringing into focus certain factors that may contribute to the dissolution of strong relationships between organizations and their supporters. In particular, this study will examine gender differences in the dissolution of such relationships.