@inbook{26674b98d4a24b329cafad3fe748d9af,
title = "Doing Business as Usual Wouldn{\textquoteright}t Cut it Anymore: Gender Identity and Consumers{\textquoteright} Brand Perceptions",
abstract = "Gender, one of the most profound social factors, shapes and constructs our individual activities and group experiences. Gender, as a complex social-psychological construct, has been distinguished from sex in that sex refers to a person's physiological identity, while gender refers to psychological features associated with physiological sex that are socially constructed (Bem 1974, 1981; Spence and Helmriech 1978). The marketing literature to date largely treats gender and sex as interchangeable concepts; therefore, the marketing literature has demonstrated little success in predicting gender-related consumer behavior in an increasingly complex market setting replete with highly-specialized product offerings (Palan 2001).",
keywords = "Brand Equity, Brand Loyalty, Gender Identity, Gender Role Attitude, Marketing Literature",
author = "Lilly Ye and Lou Pelton and Charles Blankson",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10864-3\_52",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "88",
booktitle = "Developments in Marketing Science",
}