...Susan M.B. Schertzer; Daniel Laufer; David H. Silvera; J. Brad McBride Purpose The purpose of this paper is to explore the cross‐cultural efficacy of a gender identity scale commonly used in marketing: the shortened version of the Bem Sex Role Inventory (BSRI) measure developed by Barak and Stern...

...Daechun An; Sanghoon Kim Purpose The purpose of this study is to examine cross‐cultural differences in gender role portrayals in web ads in Korea and the USA on the basis of Hofstede's masculinity dimension. Design/methodology/approach A quantitative content analysis was employed to obtain...

...Gaby Odekerken‐Schröder; Kristof De Wulf; Natascha Hofstee The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than...

...). This could explain the significant direction between these variables. Advertising Corporate image Feminism Gender Globalization Studies by Sullivan and O’Connor (1988) and Green et al. (1983) developed a typology of international societal sex role development. This typology extends...

...Laura M. Milner; Dale Fodness Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have...

... Advertising Gender Malaysia Singapore Television A total of 156 hours of television programmes were videotaped from three channels, SBC 5, RTM 1 and TV 3 during prime time for two hours every night over a one‐month period. All non‐commercial programming,programming announcements, station...