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Keywords: Stereotyping
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Journal Articles
Journal of Product & Brand Management (1994) 3 (1): 6–18.
Published: 01 March 1994
...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...
