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

Lilly Ye; Lou Pelton; Charles Blankson

doi:10.1007/978-3-319-10963-3_108

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

Lilly Ye
, Lou Pelton
, Charles Blankson

University of North Texas

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

1 Scopus citations

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.

Original language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	191
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-10963-3_108
State	Published - 2015
Externally published	Yes

Publication series

Name	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)	2363-6165
ISSN (Electronic)	2363-6173

Keywords

Brand Loyalty
Gender Identity
Gender Role Attitude
Marketing Literature
Personal Care Product

Access to Document

10.1007/978-3-319-10963-3_108

Cite this

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 (pp. 191). (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_108

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abstract = "It has been recognized by public press that new gender identity, which is based on individual{\textquoteright}s gender psychological traits, social gender roles, and gender orientations, has a dramatic impact on individual{\textquoteright}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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author = "Lilly Ye and Lou Pelton and Charles Blankson",

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doi = "10.1007/978-3-319-10963-3\_108",

language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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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. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Springer Nature, pp. 191. https://doi.org/10.1007/978-3-319-10963-3_108

An Empirical Investigation of Gender Identity on Consumers’ Product and Brand Perceptions. / Ye, Lilly; Pelton, Lou; Blankson, Charles.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 191 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - An Empirical Investigation of Gender Identity on Consumers’ Product and Brand Perceptions

AU - Ye, Lilly

AU - Pelton, Lou

AU - Blankson, Charles

PY - 2015

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N2 - 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.

AB - 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.

KW - Brand Loyalty

KW - Gender Identity

KW - Gender Role Attitude

KW - Marketing Literature

KW - Personal Care Product

UR - https://www.scopus.com/pages/publications/85125181166

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DO - 10.1007/978-3-319-10963-3_108

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AN - SCOPUS:85125181166

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BT - Developments in Marketing Science

PB - Springer Nature

ER -

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

Abstract

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Keywords

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