...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...

... than the other samples, it would still support the expectations of this research despite the effects of education. © MCB UP Limited 1997 Advertising Corporate image Feminism Gender Globalization The present research note presents a logical extension of these prior studies...

...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...

... open to external influences. As the majority of its programmes in the English medium are imported from the West, it is heavily influenced by Western culture. © MCB UP Limited 1995 Advertising Gender Malaysia Singapore Television The traditional roles of men and women have been...