Journal of Marketing Behavior, 2016, 2: 299–305 Replication Note Gender Effects on Loyalty: A Replication in an Emerging Market Falylath Babah Daouda, Paul T. M. Ingenbleek and Hans C. M. Van Trijp * Wageningen University, The Netherlands ABSTRACT This paper replicates the gender-effect on object of loyalty found by Melnyk et al. (2009), suggesting that females are more loyal towards individuals and males are more loyal to groups and organizations. Results from Benin (West Africa) support this but find that the results mostly pertain to informal sectors of the economy. Survey results from male respondents also confirm earlier theory, but results show that females are equally loyal to organizations and individuals, suggesting that Beninese women don’t distinguish between an organization and its employees. Keywords: Gender-effect, Loyalty, Emerging markets, Informal economy, Customer relationship management Motivation for the Study With the growing importance of emerging markets (EMs), researchers are spending more effort in understanding them. One typical EM phenomenon is the clear division in gender roles, with men being more present in the formal and women in the informal sectors of the economy (Hyde 2014; World Bank, Group 2012). This phenomenon can potentially explain a gender-effect on the object of loyalty (Viswanathan et al. 2010). Melnyk et al. (2009) (MOB) * Falylath Babah Daouda is a PhD student in Marketing, Wageningen University, Market- ing and Consumer Behavior Group, Hollandseweg 1, 6706 KN Wageningen, The Netherlands; bdfaly@gmail.com. Paul T.M. Ingenbleek (corresponding author) is Associate Professor of MS submitted on 24 December 2015; final version received 31 October 2016 Replication Editor: Don Lehman Online appendix available at http://dx.doi.org/10.1561/107.00000038 ISSN 1554-0626; DOI 10.1561/107.00000038 © 2017 F. Babah Daouda, P. T. M. Ingenbleek, and H. C. M. Van Trijp