Gender, Self, and Brand: A Cross-Cultural Study on Gender Identity and Consumerbased Brand Equity

Abstract

Gender is one of the most profound social factors that shapes and constructs our individual activities and group experiences. Yet, the influence of gender effects has been oversimplified in marketing literature that addresses gender as a singular biological descriptor (Palan 2010). In today’s market place, gender concept is increasingly blurred as a result of rapid and turbulent social-economic changes since the 1960s. Practitioners are targeting emerging gender market segments based on this trend. Accordant with the social and market changes, marketing researchers are becoming increasingly sentient to the fallacy of a consonant biological approach to gender identity, and greater attention has been afforded to a more integrative approach for understanding gender as a multifactorial construct,

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