... and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective. Design/methodology/approach By using real celebrities, this study conducted a 2...

... use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands. Research limitations/implications This study provides...

...Jean Boisvert; Nicholas Jeremy Ashill Purpose The purpose of this study is to assess the extent to which gender impacts the evaluation of vertical line extensions of luxury brands in a cross-national context. The topic of brand/line extensions has been investigated in the mainstream branding...

... implemented in response to competitive forces. This paper aims to explore how a manager’s price responses to price cuts by a competitor are affected by his/her cognitive style, gender and entrepreneurial attitudes. Design/methodology/approach In the first study, a simulation-based pricing environment...

... hand, brands might benefit from providing transparent information about their sustainability efforts in their claims (especially those related to Made in USA) while targeting female consumers. However, irrespective of gender, brands might benefit from making claims with information transparency...

... channel and their intentions to transit to another channel. Design/methodology/approach In total, 120 subjects provided information on gender and price knowledge and evaluated an advertised offer for a camera in one of two settings (retail or e‐tail). The offers in the two settings were identical...

...Sigal Tifferet; Ram Herstein Purpose Gender is one of the most common forms of segmentation used by marketers. However, not enough data on gender differences has been collected in the field of consumer behavior. Based on tenets from evolutionary psychology, the purpose of this paper...

...Omar Shehryar Purpose This paper aims to study how buyers' gender and risk proclivity, and the time remaining in an internet auction, influence whether buyers buy at fixed prices or bid. Design/methodology/approach The study is based on a simulated internet auction. Participants choose between...

... categories. This study surveyed 206 males and females to identify gender differences in products purchased, frequency of coupon use by product type, and coupon source. The study also used demographics and parental coupon use to profile gender differences. Men were found to play a major role in household...

...Kenneth C. Schneider; William C. Rodgers; Dennis N. Bristow The literature provides substantial evidence of gender differences in the level of assertive and/or competitive traits an individual is likely to exhibit. Further, it has been established that those individual differences are related...

... of the baby busters generation. These findings suggest that the current practice of dual‐gender positioning by discount stores may be less effective than the more traditional female‐oriented approach. © MCB UP Limited 1997 Age groups Consumer attitudes Demographics Gender A key marketing...

...Pamela L. Alreck Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them...