Purpose The purpose of this paper is to examine the consumer response to brands offering gendered product differentiation (i.e. products “for her” or “for him”). Design/methodology/approach Across three experiments, the effect of gendered (vs gender-unrelated) product differentiation on...

Cover -- Half Title -- Title Page -- Copyright -- About The Authors -- Table of Contents -- List of Figures -- List of Abbreviations -- Abstract -- Preface -- Chapter 1: What Is Marketing -- Contents -- 1.1. Marketing Strategy -- 1.2. Types Of Marketing -- 1.3. Goals Of Marketing -- 1.4....

Marketers consider children’s segment as lucrative, for children tend to buy products for their own consumption, influence their family purchases, and are potential future customers. Blinded in the greed for profits, marketers recklessly and relentlessly bombard the children with their...

Gays and lesbians have been fighting an uphill battle for equality from having benefits to being recognized as family members in emergency situations to the right to marry. In light of the current Unmarried Couple Adoption Ban in the state of Arkansas, this paper will explore this battlefront on...

Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being...