@inbook{e9515161c98e4d95a5be0ad7fcd5eb71,
title = "Gender, Self, and Brand: A Cross-Cultural Study on Gender Identity and Consumerbased Brand Equity",
abstract = "Gender is one of the most profound social factors that shapes and constructs our individual activities and group experiences. Yet, the influence of gender effects has been oversimplified in marketing literature that addresses gender as a singular biological descriptor (Palan 2010). In today{\textquoteright}s market place, gender concept is increasingly blurred as a result of rapid and turbulent social-economic changes since the 1960s. Practitioners are targeting emerging gender market segments based on this trend. Accordant with the social and market changes, marketing researchers are becoming increasingly sentient to the fallacy of a consonant biological approach to gender identity, and greater attention has been afforded to a more integrative approach for understanding gender as a multifactorial construct.",
keywords = "Gender Effect, Gender Identity, Individual Activity, Market Segment, Social Factor",
author = "Lilly Ye and Lou Pelton and Charles Blankson",
note = "Publisher Copyright: {\textcopyright} 2015, Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-10873-5\_231",
language = "English",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "388",
booktitle = "Developments in Marketing Science",
}