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Keywords: Gender stereotypes
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Journal Articles
Are brands that perform gendered product differentiation perceived as sexist? An experimental investigation
Available to Purchase
Journal of Product & Brand Management (2024) 33 (5): 576–589.
Published: 23 April 2024
... are less likely to do so. Finally, consumers respond negatively when the gendered product differentiation is based on a gender stereotype, but much less so when it seems based on a biological difference between sexes. Originality/value Although multiple brands offering gendered products have been...
