The impact of gender effects on consumers' perceptions of brand equity: A cross-cultural investigation.
Description:
Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an increasing approbation afforded to gender identity as a multifarious construct. Over and above physiological characteristics, gender identity is a psychological and a social construct. More than simply a biological classification, both gender and gender identity have been explored as portentous moderators of consumers' cognitive and emotive states, brand attributions and shopping behaviors. How migh…
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Date:
August 2008
Creator:
Ye, Lei
Partner:
UNT Libraries