An Empirical Investigation of Gender Identity on Consumers’ Product and Brand Perceptions

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Abstract

It has been recognized by public press that new gender identity, which is based on individual’s gender psychological traits, social gender roles, and gender orientations, has a dramatic impact on individual’s perceptions and behaviors related to consumption. Yet, the influence of new gender identity has long been oversimplified in marketing literature that addresses gender as s sole biological descriptor. As a result, the marketing literature has limited abilities to predict gender-related consumer behaviors.

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APA

Ye, L., Pelton, L., & Blankson, C. (2015). An Empirical Investigation of Gender Identity on Consumers’ Product and Brand Perceptions. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 191). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_108

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