...Stefan Walzel; Gerhard Nowak Purpose While previous research predominantly portrayed sporting rivalry as a threat to sport sponsorship outcomes, this study aims to examine its potential benefits and the impact of gender on sponsorship outcomes in a sporting rivalry research context. Design...

...Kristina Nickel; Janneke Blijlevens Purpose While marketers often design their offers to visually appeal to either female or male consumers, the traditional view on gender is changing. As a result, many advocate for gender-neutral marketing visuals. This paper aims to investigate how consumers...

...Linda Tuncay Zayer; Lauren Gurrieri; Catherine A. Coleman Purpose This paper aims to illustrate how multistakeholder partnerships can maximize different forms of impact in relation to the transformative power of advertising, including inclusive gender representation and storytelling as well...

...Andrew B. Edelblum; Nathan B. Warren Purpose Research emphasizes the motivations underlying and potential harmful consequences of social media use, but there is little understanding of stigmas faced by individual social media users, particularly as they pertain to gender. The purpose of this study...

...Lei Song; Rajneesh Suri; Yanliu Huang Purpose This paper aims to examine how a stereotype threat, which entails being aware of a negative stereotype about one’s social group (e.g. gender), affects consumers’ price perceptions. Design/methodology/approach The authors conducted four studies...

.... Findings The results confirm the positive influence of the VRA on perceived enjoyment, which is positively associated with online impulse buying. The effect of the VRA’s presence on perceived enjoyment is moderated by gender. Research limitations/implications Only one product category was studied...

...Andrew Timming; Chris Baumann; Paul Gollan Purpose This study aims to examine how variations in the perceived gender (a)typicality of front-line staff impact on consumer spending. Gender typicality is defined here as traditionally masculine-looking men and feminine-looking women, whereas gender...

... is enabling new middle-class Indian women to undo gender disparities embedded in hegemonic patriarchal social order. Also, the study provides new insights into how class and symbolic capital intersect gender to redefine middle-class women’s feminine self. Research limitations/implications This study...

... are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism. Design/methodology/approach This study involves an interpretive and critical discursive analysis of so-called feminist advertising (“femvertising”) and marketing examples that make...

...Linda Tuncay Zayer; Mary Ann McGrath; Pilar Castro-González Purpose Conversations surrounding gender are sweeping the globe as the voices and lived experiences of people are being heard and shared at unprecedented rates. Discourses about gender in advertising are embedded in cultural narratives...

... to a gender (women) and a specific country context (India). Future research can contextualise the framework in other developing countries and different consumer segments. Practical implications The FWB in Poverty framework helps identify, challenge and transform cultural norms, social structures...

... with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to capitalize on a single brand, and they hesitate...

... Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Gender Public policy Obesity Attribution The incidence of obesity has more than doubled worldwide over the past 30 years and is now a major public health concern across Western nations (WHO, 2014). Consequently...

... of gender performance to inform a hermeneutic analysis of depth interviews with skilled migrant men. Findings To navigate experiences of emasculation, participants performed three remasculation strategies: status-based hypermasculinity, localised masculinity and flexible masculinity. Research...

... as patriarchal, to becoming one within a nuclear family in the UK, a society to which they attribute gender equality. Nigerian immigrant women alter their ways of thinking and consuming, with implications to their agency and empowerment. In particular, consumption choices demonstrated the limits of these women’s...

...Lauren Gurrieri; Jan Brace-Govan; Helene Cherrier Purpose To date, the cultural and societal effects of controversial advertising have been insufficiently considered. This study aims to investigate how advertising that uses violent representations of women transgresses the taboo of gender-based...

.... However, when the sample was split across gender, some clear differences emerged. Findings – The findings reveal that male and female franchisees use pre-entry informational sources in different ways in formulating their expectations and trust in their franchisors. Furthermore, in terms...

..., and quitting intentions. This paper aims to shed additional light on the links by distinguishing two dimensions of emotional labour and predicting that job satisfaction mediates its relationship with quitting intentions, while gender and age moderate its relationship with job satisfaction. Design...

... of the Mean, on Chinese consumers is discussed and considered. The influence of middle attractiveness endorsers on study subjects of different genders is also discussed. China Gender Consumers Sports events had driven the value of sports‐related industries in China to $1.4 billion (0.3...

...Malcolm J. Beynon; Luiz Moutinho; Cleopatra Veloutsou Purpose The purpose of this paper is twofold: to outline and analyse the issue of gender differences in supermarket choice; and to demonstrate the nascent CaRBS technique as an appropriate analysis tool on incomplete data. Design/methodology...