Are brands that perform gendered product differentiation perceived as sexist? : an experimental investigation
Delphine Caruelle
| Year of publication: |
2024
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|---|---|
| Authors: | Caruelle, Delphine |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 33.2024, 5, p. 576-589
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| Subject: | Brand management | Brand sexism | Customer segmentation | Gender stereotypes | Product differentiation | Word-of-mouth | Markenführung | Markenartikel | Brand | Produktdifferenzierung | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Zielgruppe | Target group | Experiment | Virales Marketing | Viral marketing | Produktgestaltung | Product design | Markenimage | Brand image | Geschlechterdiskriminierung | Gender discrimination | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2023-4590 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015165162