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Keywords: Inequality
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (11): 2803–2824.
Published: 26 February 2020
... (West and Zimmerman, 1987). If gender can be done, it can also be undone by performing the other or enacting the gender roles in different than usual way (Butler, 2004 ; Seregina, 2019). The undoing of gender enables individuals to challenge the existing gender inequities. Thus, when we...
