Consumer researchers have been examining the impact of gender identity—the degree to
which an individual identifies with masculine and feminine personality traits—on various …

This systematic literature review enhances paradigmatic/metaphysic analyses by examining
how value-based commitments, intellectual personae, and stances impact the diversity …

An unbiased comprehensive oversight synthesis of three decades of gender-related
advertising research is undertaken. Seventy-six articles found in premiere marketing …

Marketing research on LGBTQ+ people has increased over the past two decades, entering
mainstream marketing discourse–aligning with greater societal acceptance. This paper …

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming
a gendered brand respond to perceived brand gender contamination. The consumers' …

Advertisers have begun to acknowledge that an increasing number of consumers do not
support the traditional gender binary, believing that gender is dynamic and lies on a …

This second edition of Contemporary Issues in Marketing and Consumer Behaviour has
been completely revised and updated to keep pace with the latest developments, exploring …

The last two decades have seen an exponential growth in research pertaining to gender
issues in marketing and consumer research. This special issue of Marketing Theory …

Gender has been theorised and studied in many ways and across different disciplines.
Although a number of these theorisations have been recognised and adopted in marketing …

Purpose–This article aims to give a short overview of the relationship between marketing
and feminism. Design/methodology/approach–The analysis is based on a literature review …