... ; Chan and Ng, 2013a). The present study provides an opportunity to deepen our understanding of how these themes are related to ideal female images. Third, previous studies investigating Chinese adolescent girls’ gender role and identity perceptions were mainly conducted in one geographic location...

...Kara Chan; Yu Leung Ng Purpose – The purpose of this study is to replicate a psychographic segmentation of adolescent girls in Hong Kong. It attempts to see if the segmentation of Hong Kong girls according to the perceptions of gender roles and ideal female images can be generalized to girls...

...Kara Chan; Yu Leung Ng Purpose This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design...