Dissertations / Theses: 'Gender marketing'

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Wokekoro, Victor Dike, and Kritsada Lerdthamanad. "Gender Encounter during Interactive Marketing." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-12880.

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Gender encounter during interactive market is indeed a dynamic aspect of a marketing that affects its’ outcome which is to seal sales. The dynamic implication gender encounter has brought about the researching of both same gender and cross gender encounter in this paper. The division and independent investigate of same gender and cross gender encounter had given a clear motive on the gender preference among male and female students towards same/cross gender encounter. In actualizing this purpose, quantitative approach was use while the realist is the explanatory grid which constructed arguments in a deductive manner. In fulfilling the quantitative approach criterion, an online survey was carried out among students at Mälardalen University. Online questionnaire were distributed through a convenient sampling method and 389 valid responses were analyzed. The results shows majority of students prefers same gender encounter to cross gender. Therefore for an interactive marketing section to be successful as regards to gender differences, same gender encounter should be considered.

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CELERSE, Titouan, and Thomas PERUS. "“Gendered digits: A Marketing Opportunity”." Thesis, Umeå universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-152126.

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The following thesis explores a topic mixing different themes. In fact, the researchersexplore the gender affiliated of digits. Following a consistent structure, the aim of theresearch is to show, or not, a gendered affiliation of digits in the marketing field. Underthe assumption that digits have gendered affiliation through cognitive interpretation, thisresearch could take an important place in the naming process of products or brands. Inorder to test the relation between genders and digits, the researchers explore differentgendered dimensions as forms, pronunciation, colors, odd and even digits, etc. Throughqualitative analysis, the researchers try to find a potential relationship between these thetwo main themes: gender and digits. Moreover, in the case where a link is proved, anothertheme will be explained: marketing. Indeed, marketing departments could haveopportunities to target gendered segments through specific numbers. Different researcheshave been done on this topic. However, the researchers still consider the topic like a topicwithout many explorations. In fact, Wilkie and Bodenhausen (2012, 2015) have shown alink between gender and odd versus even numbers with a quantitative research. On thecontrary, this research explores several dimensions through a qualitative exploration.

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Berntson, Annie, Christina Jarnemo, and Minna Philipson. "Branding and Gender : - How adidas communicate gender values." Thesis, Karlstad University, Faculty of Economic Sciences, Communication and IT, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-309.

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This thesis discusses how adidas differentiate their communication to reach women and make the adidas brand more appealing to females. The adidas brand has always had their main focus on sportswear for men. This has led to the brand being perceived as masculine and it makes it hard for the female consumer to identify with adidas. We have analysed six adidas adverts from the last five years to see what adidas have communicated to women. The main purpose of this thesis is to understand why adidas have not succeeded in communicating with women in the last five years.

The theoretical chapter is divided into three parts; Brands, Communication and Consumer Behaviour. The first part describes what a brand is, how it is built and continues with how a brand can be gendered. A brand is not very likely to keep a strong position if the values connected with the brand are not reinforced through communication. When forming a communication strategy, companies have to understand how consumers behave. When selling a gendered product, companies have to understand the distinction between men and women and how they differ in consumption.

Our discussion is based on the qualitative method of collecting data. The qualitative method was carried out through two panel interviews and one personal interview, and we also performed picture analysis on adidas’ advertisements. Ten open-individual interviews with ten different women were conducted; to get their opinions on the six adverts.

Adidas have presented five different identities over five years, each with diverse focus and with different brand associations. This has led to a lack of consistency and therein lies a part of the reason why adidas have not been successful in appealing to women.

Since 2005 adidas have a collaboration with Stella McCartney. This is an attempt to add design to adidas functional clothes and to make their brand more appealing to women. This collaboration will continue until 2010 and this could provide adidas with the uniformity they need.

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Peterson, Emma, Ronja Wallenberg, and Johanna Källström. "Gendered Storytelling : A normative evaluation of gender differences in terms of decoding a message or theme in storytelling." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35844.

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Background: The portrayal of men and women in various contexts and genderedrelated research is a field of interest that has been extensively dealt with for more than three decades. Still, an acknowledgement of the “truth” is far from being attained. In marketing, the power of storytelling has revolutionized the way stories are used in business practice. This research focus on gender differences in marketing by adding storytelling as a parameter. Purpose: This thesis was conducted to investigate if men and women's perceptions differ in terms of decoding elements in a story. The purpose was answered by two research questions: (1) Do men and women’s perceptions differ in terms of decoding a message or theme in storytelling? (2) If so, what elements plays major roles? Method: This thesis takes on a triangulation method and uses an interpretivist research paradigm with a deductive research approach to explore the purpose. This was a qualitative study where primary data was collected using two qualitative research methods, and secondary data from peer-reviewed articles containing relevant theories to this research. Conclusion: The conclusion is made that if marketers aims to target women, they should focus to create a highly emotional story that contains sentimental elements and shows the importance of family, relationships and love. If they want to target the male audience, they should focus on creating a story that includes a character that is distinctly portrayed as a hero, information is told clearly and straight away where the males easily can identify the mission and, also emphasize statistics and status.

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Chalmers, Lee V. "Gendering marketing : job crystallisation, closure practices and gender in management politics." Thesis, University of Essex, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.260412.

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Junhem, Sanna, and Sophie Adolfsson. "Celebrity Endorsement & Consumer Behavior : Gender Differences as a Marketing Strategy." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35802.

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Background - Celebrity endorsement is not a new phenomenon and it can be seen in advertisements around the world. Since the content of an advertisement easily can be screened out, it is important to target the right consumer. There has to be a fit between the consumer, the endorser and the product. Since gender plays a crucial part when understanding consumer behavior, knowledge about gender differences needs to be taken into account when creating a marketing strategy. Purpose - Consumers in today’s society are being exposed to an extreme amount of advertisements and other marketing tools. Advertisements in connection to gender are an uncertain and complex issue since the consumer is largely affected by gender differences. Today, the concept of using a celebrity in advertisements is a common tool for marketers in order to efficiently reach out to the right target customer. Therefore, the purpose of this thesis is to study the relationship between consumer behavior and the use of gender differences as a marketing strategy. Significantly, how celebrity endorsers influence female and male consumers differently in the Swedish sport industry. Method - This thesis was conducted using an abductive approach together with a mixed methods approach. The data was collected with the use of focus groups and a questionnaire, resulting in a qualitative as well as quantitative approach. The data from the questionnaire complemented the data from the focus groups, which lead to a deeper understanding of the topic. Findings - The findings of this thesis show that both the gender of the consumer and the gender of the celebrity need to be taken into account when creating a marketing strategy. Further, the authors argue that consumers are filtering information in promotions differently depending on gender, and therefore knowledge of gender differences will influence the effectiveness of a celebrity endorsed promotion. The findings of this thesis strengthen previous literature to some extent, but do also enhance the readers to new insights.

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Ringas, Astrid. "Evaluating an androgynous brand extension: the gender identity/ gendered brand relationship and influencing factors." Master's thesis, University of Cape Town, 2015. http://hdl.handle.net/11427/16863.

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Includes bibliographical references
Gender identification behaviour has altered drastically within the last decade. Consequently, there has been a noteworthy rise in the amount of androgynous individuals. Gender identity congruity theory posits that individuals display more favourable behavioural outcomes towards brands that possess similar images or identities to their own. Further, contemporary consumers express their identities via their brand choices. Thus, there is a strong implication that introducing an androgynous brand could prove to be a lucrative strategy for marketers. However, gendering brands as either masculine or feminine prevails as the most commonly employed strategy to differentiate a brand and appeal to target audiences. Introducing androgynous brands through a brand extension could prove to be less risky and costly than introducing such a brand as a novel, stand-alone offering. This study examined gender identity's potential influence on the evaluation of an androgynous brand extension. Further, it investigated the potential influence of three key factors on this central relationship: self-concept, product category and the gender of the parent brand. With regard to these moderators, it was posited that first, if the brand's image aligned with one's self-concept the evaluation of the androgynous brand extension would be more favourable. Distinction was made between actual and ideal self-concept. Second, a distinction could be made between functional and symbolic product categories with regards to the influence that gender identity exerted on brand extension evaluation. And third, that the gender of the parent brand would influence the evaluation of the androgynous brand extension. Subsequently, a 2 x 2 factorial design experiment was administered to a quota-controlled non-probability sample of Generation Y consumers. The findings demonstrated that gender identity influences the evaluation of an androgynous brand extension. Furthermore, self-concept moderated this relationship between gender identity and brand extension evaluation. The product category wherein the androgynous brand extension was implemented was evidenced to affect individuals' evaluation of the brand extension, with the one introduced in the symbolic product category receiving more favourable evaluations than the extension introduced in the functional category. The gender of the parent brand exerted no influence on brand extension evaluation, where androgynous brand extensions from both feminine and masculine parent brands were evaluated similarly. Self-concept also exerted an effect on brand extension evaluation, with ideal self-concept exerting a stronger influence than actual self-concept. Lastly, individuals were shown to prefer an androgynous brand to a masculine or feminine one. The principal inference resulting from this research is that marketers should strongly consider introducing an androgynous brand extension should they possess a feminine masculine brand within the clothing, deodorant, or similar products categories. Respondents evaluated the androgynous brand extension favourably across both assessed product categories and regardless of whether the brand extension was introduced from a masculine or feminine parent brand. This was observed for all gender identity segments. It is imperative that managers take gender identity and self-concept into account as these identity aspects exert noteworthy influences on individuals' consumption behaviours. However, managers should take note of the evidenced interaction between gender identity and self-concept. Where individuals perceive there to be a high level of congruence between their self-concept and the androgynous brand extension, individuals with high levels of masculinity should not be targeted as they displayed negative evaluations of the brand extension.

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Hallin, Sasha, Cajsa Holmbom, and Masip Andrea Sánchez-Pascuala. ""More than pink - we want to think!" : A qualitative study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-34682.

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Background: Reinforcing gender stereotypes still occurs in toy advertisements even though it is stated that gender stereotyping in marketing is a public concern. Parents perception of gender stereotyping will further influence how children act according to gender, which is why it is of importance to explore how parents perceive gender stereotyped advertising towards their children and how this is linked to socially responsible marketing. Research questions: RQ: What are the perceptions of Swedish parents on gender stereotypes in advertisements targeted at children, and how can this be linked to socially responsible marketing? SQ1: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being reinforced? SQ2: What are the perceptions of parents on advertisements towards children where stereotyped gender roles are being challenged? Purpose: The purpose of this research is to link the idea of socially responsible marketing with gender stereotyping and advertising targeting children. Methodology: Using visual materials as stimuli in semi-structured focused interviews. Conclusion: The empirical investigation revealed that parents perceived gender stereotypes in advertising as harmful to society, particularly to children. Socially responsible marketing should therefore reflect more on this subject and portray both girls and boys sharing colors, attributes and toys.

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Young, William Daniel. "An Examination of Digital Nativity, Generation, and Gender in Online Giving." Diss., Temple University Libraries, 2012. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/192153.

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Business Administration/Marketing
Ph.D.
Charitable giving has been of great interest to marketing academics because of its importance in understanding the relationships between nonprofit organizations and their customers. The concept of motivation is vital to researchers because authors have long queried about why a donor decides to give money to a charity as opposed to saving, investing, or consuming discretionary goods with these dollars. The first study in this paper was exploratory in nature; in this study, a number of concepts were investigated including differences in preferred site attributes and time viewing sites by digital nativity, as well as changes in donation behavior after the viewing the site. The second study investigates differences in altruism based on digital nativity, generation, and gender. Differences were found in terms of digital nativity, generation, and gender with respect to self-reported altruism scores. The third and final study investigates differences in perceptions of parents' altruism based on digital nativity, generation, and gender. Differences were found in terms of digital nativity and gender, but not with respect to generation, in terms of perceived parents' altruism scores.
Temple University--Theses

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Phillips, Hugh Charles. "Towards a general theory of shopping behaviour." Thesis, De Montfort University, 2001. http://hdl.handle.net/2086/4296.

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Bottecchia, Raphaël, and Jonathan Slavin. "Overcoming Gender Bias Through Marketing : How to enhance the public perception of female ice hockey through marketing to generate more popularity?" Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-138147.

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Purpose – The purpose of this paper is to explore the effect gender bias has in sports and howmarketing can be used to challenge gender bias. Design/methodology/approach – This paper will use data collected from 188 surveys from registered fans of the Linköping Hockey Club. Findings – This paper targets why female ice hockey is not as popular as male ice hockey. Theories such as marketing mix are used to identify the differences and similarities between thetwo teams as if they were products. Practical implications – Sports leagues and clubs with male and female teams could use the results to limit gender bias against women in sports. Originality/value – This will help limit gender bias through a marketing perspective, by specifically addressing gender bias in sports marketing.

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Rehm, Lauren. "Stealth marketing to generation Y." Honors in the Major Thesis, University of Central Florida, 2010. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/1483.

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This item is only available in print in the UCF Libraries. If this is your Honors Thesis, you can help us make it available online for use by researchers around the world by following the instructions on the distribution consent form at http://library.ucf.edu/Systems/DigitalInitiatives/DigitalCollections/InternetDistributionConsentAgreementForm.pdf You may also contact the project coordinator, Kerri Bottorff, at kerri.bottorff@ucf.edu for more information.
Bachelors
Business Administration
Marketing

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Altawail, Ghassan Mohammed. "Gender segmentation and its implementation in Saudi Arabia." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2281.

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The purpose of this project is to gain a better understanding of gender segmentation strategy possibilities in the Kingdom of Saudi Arabia. The findings from this survey graphically illustrate and statistically demonstrate some critically important information about the consumer demographics, needs, and behaviors of the targeted female Saudi shopper.

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Dias, Julia Santos Rodrigues. "Gênero na publicidade infantil: estratégias de marketing e representações." Niterói, 2017. https://app.uff.br/riuff/handle/1/3821.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
Nesta dissertação busca-se entender como a publicidade infantil vem utilizando a segmentação por gênero em seus anúncios e quais as representações e estereótipos mais presentes. Para isso, parte-se da epistemologia feminista e da semiologia, considerando a publicidade como uma “tecnologia de gênero” (LAURETIS, 1990). A hipótese aqui levantada é de que a lógica do consumo e da publicidade, cada vez mais presente no universo infantil, tende a aumentar sua segmentação por nichos e categorias, contribuindo para a separação entre gêneros na infância. Para isso, as técnicas de marketing para crianças, bem como o debate sobre a regulamentação da publicidade infantil, são levadas em conta para se entender de que forma o gênero funciona como estratégia publicitária. Analisou-se comerciais voltados para o público infantil em horários e canais destinados a esse público na televisão aberta e fechada: nos programas Bom Dia & cia, do SBT, e Detetives do Prédio Azul (DPA), do Gloob. Nas peças publicitárias pesquisadas, observa-se um alto nível de segmentação por gênero. Os produtos para meninos são apresentado com características ligadas à força e à velocidade, remetendo-se à figura do super-herói. Já os comerciais para meninas oscilam entre representações clássicas da feminilidade, ligada ao cuidado com os outros e à maternidade, e ideais modernos de mulher, que sempre remetem a cuidados com a beleza, a moda e o consumo, ligados ao ideal de musa. Essas duas representações, embora pareçam antagônicas, convergem em diversos momentos, em uma imagem de uma “super- mulher”. Negociações e adaptações nas estratégias das marcas são sentidas como respostas às mudanças na sociedade e às reclamações e protestos de consumidores. Ainda assim, essa novas estratégias muitas vezes reforçam a divisão por gênero e acabam por fortalecer alguns estereótipos
In this dissertation we seek to understand how advertising for children has been using gender targeting in their ads and what are the most common representations and stereotypes. For this, we start from the feminist epistemology and the semiotics, considering advertising as a "gender technology" (Lauretis, 1990). The hypothesis raised here is that the logic of consumption and advertising, increasingly present in the childhood universe, tends to increase its targeted categories, contributing to the separation of genders in childhood. In this study, the marketing techniques to children as well as the debate on the regulation of advertising for children are taken into account to understand how gender may work as advertising strategy. We analyze commercials aimed at children, in times and channels for this audience, in the open and closed broadcast: the programs Bom Dia & cia, from SBT, and Detetives do Prédio Azul (DPA), from Gloob. In the surveyed advertisements, we observe a high level of gender segmentation by gender. Products for boys are presented with attributes linked to strength and speed, referring to the super-hero figure. The commercials for girls range from classical representations of femininity, linked to caring and maternity, and the ideal of modern woman, always referred to beauty care, fashion and consumption, linked to the ideal of muse. Although seen as opposite, these two representations converge at various points in an image of a "super woman". Negotiations and adjustments in the strategies of brands are perceived as responses to contemporaneous changes in society and as well to consumers’ complaints and protests. Still, this new strategies often reinforce the gender division and eventually strengthen some stereotypes.

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Delpanno, Greta. "Gender Marketing nella televisione advertising, canali tv e audience tra Italia e Stati Uniti a confronto." Master's thesis, Alma Mater Studiorum - Università di Bologna, 2022. http://amslaurea.unibo.it/25130/.

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Premettendo che il dibattito sociale sulla parità di genere è in continua evoluzione e il concetto stesso di genere sta oggigiorno assumendo delle connotazioni differenti rispetto a un tempo, con il presente elaborato si ha intenzione di indagare dove e in che misura siano ancora presenti gli stereotipi di genere nella televisione. Considerata la retorica attuale sull’importanza dell’individuo di esprimersi secondo le proprie scelte personali senza farsi influenzare da vecchi preconcetti sui ruoli di genere, spariranno dagli scaffali gli articoli con la scritta “da uomo” o “da donna” e i prodotti con un target di genere specifico? Sarà possibile in un futuro prossimo ripensare alle nozioni di mascolinità e di femminilità in termini di mercato? Viene qui presentata una tesi di tipo comparativo sul gender marketing tra l’Italia e gli Stati Uniti che proprio per il tema molto attuale trattato e per il confronto tra i due stati, aspira a dare un apporto significativo al dibattito in merito. Una parte di questa ricerca è stata realizzata per due mesi nel campus di Chico della California State University, dove è stato possibile avere accesso ai materiali bibliografici in loco e un confronto diretto con gli esperti del settore. Dopo una parte iniziale sul gender marketing (ovvero il marketing rivolto a uno specifico genere); ci si soffermerà sull’analisi di alcuni casi di studio che avverrà secondo tre metodi di indagine: analisi del palinsesto, studio della presenza social dei casi indagati e ricerche delle parole chiave su Google tramite i dati SEO (Search Optimitation Engine), che saranno spiegati ampiamente nell’elaborato. Tramite lo studio dei canali televisivi selezionati e una serie di esempi sugli advertising più popolari nelle due nazioni prese a confronto si analizzerà l’impatto che questi prodotti hanno sul pubblico domandandosi se esistano ancora in televisione determinati prodotti promossi a livello pubblicitario per un genere o per un altro.

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ARTIBANI, GIORDANA. "Competenze di marketing dei manager quanto influenza il genere." Doctoral thesis, Università Cattolica del Sacro Cuore, 2011. http://hdl.handle.net/10280/980.

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Il lavoro di Ricerca intende analizzare il tema dello sviluppo di carriera in area marketing in relazione al concetto di Diversity Management e, più nello specifico, in relazione al concetto di “gender”, facendo leva su caratteristiche e competenze richieste in area marketing. La ricerca ha voluto esaminare questa complessa realtà sovrapponendo l’esperienza di chi sta già facendo marketing e, quindi, dal punto di vista dei Marketing Manager, uomini e donne, e di studenti e studentesse che intendono intraprendere questa carriera. L'indagine è stata sostenuta attraverso la realizzazione di due tipologie differenti di focus group che hanno visto rispettivamente la partecipazione di marketing manager e di studenti di entrambi i sessi. Pur nella permanenza di diversità di aspettative ed opportunità, soprattutto in relazione alla carriera e alla reale possibilità di esperirla, dai risultati della ricerca sembrano emergere uomini e donne che, se da un lato confermano differenze che potremmo definire “scontate”, dall’altro si discostano da atteggiamenti e comportamenti attesi e da stereotipi.
This work analyzes the development of marketing careers correlated to the Diversity Management. Marketing’s competences and characteristics are examined in particular on gender’s factor. The research investigate this complex reality by the point of view of who works in this field (marketing managers) and who aspires on this career (students). The survey is concentrated on two different typologies of Focus Group, respectively with male and female marketing’s manager and students. The results support the existence of different opportunity between men and women, especially in the growth of career, but on the other hand they show a new different vision.

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Price-Rhea, Kelly. "Does Golf Have a Pink Problem?" Digital Commons @ East Tennessee State University, 2019. https://dc.etsu.edu/etsu-works/5535.

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I love my pink glove. My last bag was pink. I am glad I had the pink option when I purchased these items. But the question remains, why must golf continue to place such deep division within many of its product lines which continues to fuel the gendering (and arguably sexism) of golf?

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Clark, andrea Griffin. "From Ads to Artifacts: The Selling Power of Gender Ideology in America, 1890-1910." W&M ScholarWorks, 2001. https://scholarworks.wm.edu/etd/1539626300.

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Feeley, Rosemary M. "Marketing, Marginalization, Medicalization, and Motherhood: A Gender Analysis of Health Education Programs Offered to Women and Men." Diss., Temple University Libraries, 2009. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/21977.

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Sociology
Ph.D.
I used multiple methods to study gender issues associated with health lectures that hospitals offer to the public. My purpose was not to evaluate the health-related content, but rather to study the gender messages that accompanied the health messages. One main reason hospitals offered lectures was to attract clients. While many lectures were offered to both sexes, women's lectures outnumbered men's lectures ten to one. One reason to target women was because hospitals offered more services to women than to men. Yet a main finding is that many women's offerings were not based solely on providing services to benefit women themselves, but also on assumptions about women's caregiving of others. Thus, while men were generally marketed to as men, women were often marketed to as mothers or other caregivers. Most speakers engaged in marginalization: while both men and women lecture attendees were treated in ways that denied their status as competent adults, women were also marginalized as women, that is, treated as "other" to a male norm. Additionally, some speakers presented a single interpretation of procedures or conditions as the only interpretation, despite the fact that other interpretations were equally plausible. Examples included offering positive interpretations of unpleasant screening procedures or treatments; attributing gender roles to biology; and attributing women's stress to personality traits. Medicalization and other forms of boundary blurring between health and other topics occurred more frequently for women than men. While some of this difference did not represent gender inequality, some did, such as gender differences in the emphasis placed on physical appearance. Similarly, while all exhibits showing men's nudity were medically instructive, that is, used to demonstrate anatomy or self-examination procedures, some women's nudity was not medically instructive, and thus unnecessary While some caregiving resources were offered to both sexes, many were offered only to women. Targeting caregiving resources to women went beyond merely reflecting the gendered division of caregiving; it also symbolically reproduced it. Further, when "women's" health resources were intended to benefit children and husbands, the boundary between self and others was blurred for women in a way that had no counterpart for men.
Temple University--Theses

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Frieden, Laura Rose. "The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions." Scholar Commons, 2013. http://scholarcommons.usf.edu/etd/4488.

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Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the present study focuses on gender roles, conceptualizing gender as levels of masculinity and femininity. The products featured were positioned as having either a symbolic or functional brand concept. The results from this study not only confirm that gender and gender roles are indeed two distinct concepts, but they also indicate that gender roles and brand concept have a significant effect on brand extension evaluations, especially when level of masculinity is a factor.

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Bragg, Susan. "Marketing the 'modern' negro : race, gender, and the culture of activism in the NAACP, 1909-1941 /." Thesis, Connect to this title online; UW restricted, 2007. http://hdl.handle.net/1773/10337.

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Chudleigh, Hannah Elizabeth. "The New Face of Business: Comparing Male and Female Gender Stereotypes in Multi-Level Marketing Facebook Posts in India." BYU ScholarsArchive, 2019. https://scholarsarchive.byu.edu/etd/7513.

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India's huge financial power and recent economic expansion have been supported by multi-level marketing (MLM) initiatives over the last decade. This type of business structure is notorious for having shady ethics and for enforcing traditional stereotypes, and as MLMs enter the Indian market, they find themselves navigating even more gender and race-based stereotypes. In India-a country where women have one of the lowest labor participation rates in the world and where advertisements have historically portrayed women as submissive-multi-level marketing companies' posts on social media can have large influences on how the public sees gender roles in business. To better understand the gender stereotypes present in Indian MLM social media posts, this study aimed to study trends and stereotypes in Facebook images posted by India's 5 largest MLM companies. The content analysis sample consisted of photos posted on the India-specific Facebook pages of the five largest MLM companies in India. The content analysis measured 733 images for gender roles by analyzing body language, interpersonal interactions, career roles, and other indications of sexist portrayals. The results showed that in some ways, stereotypical gender roles are still very present in Indian MLM Facebook posts. For example, men are still pictured in leadership roles far more than women. However, in other ways, these posts show men and women as equals. In this sample, men and women had equal representation in posts where they were using technology, being pictured with their family, and other traditionally gendered situations. This denotes social progress and a change in MLM marketing strategy, both of which are significant for this USD$1.9 billion industry.

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Franséhn, Emma Sofia. "Cool Boys and Sweet Girls- a study about gender roles and children's clothes." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20859.

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Purpose: The main purpose of this thesis is to identify and analyse what influence fashion companies in their design and communication of children clothes according to traditional gender roles. The purpose is also to identify if there is a conflict between political correctness and profitability in reference to gender and children’s clothes. The aim was also to find how customers of children’s clothes can influence the fashion companies with their behaviour.Method: The empirical research and data collection was done from both a qualitative and quantitative approach. In depth interviews were done with Lindex, KappAhl and Polarn o. Pyret on the Swedish market, together with observations of the fashion stores assortments and their advertising of children’s clothes and finally a consumer survey was conducted on Facebook. Conclusion: Multiple factors were concluded influences on the fashion companies design and communication of gender specific clothing for children. The interpretation on the meaning of gender specific clothing was found to be an important factor as well as the lack or presence of an official standpoint. Political correctness was found harder to achieve in larger companies leading to the conclusion that profitability and political correctness is only achievable up to a certain size. Consumers were found to influence the fashion companies by sharing attitudes on social media and with friends and acquaintances, among other things. The importance of direct experience and personal interest in forming attitudes was confirmed. Mothers with children under the age of 6 were the consumer group with the strongest attitudes.
Program: Magisterutbildning i Fashion Management

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Krause, Timothy Allen. "Sound Effects: Age, Gender, and Sound Symbolism in American English." PDXScholar, 2015. https://pdxscholar.library.pdx.edu/open_access_etds/2304.

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This mixed-method study investigated the correlation of sound symbolic associations with age and gender by analyzing data from a national survey of 292 American English speakers. Subjects used 10 semantic differential scales to rate six artificial brand names that targeted five phonemes. Subjects also described the potential products they imagined these artificial brand names to represent. Quantitative analysis alone provided insufficient evidence to conclude that age or gender affect sound symbolism in American English. While 26 out of 60 scales showed a monotonic shift among the means of the three age groups, only three were statistically significant. The evidence of differences between genders was similarly weak; only five scales out of 60 showed a statistically significant difference when comparing genders. Analysis of the qualitative data, however, suggested both monotonic generational shifts as well as generational blips in sound-symbolic associations. Of particular interest is the possible influence of pop culture, fashions, and fads, and society's shifting focus from broadcast to narrowcast media. The implications of this research are relevant for both theory (empirical evidence for iconicity in language) and application (e.g., devising brand names that communicate particular attributes to specific demographics).

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Cheung, Wai Piu. "Responsiveness to affective appeals in public service advertising : the moderating and mediating roles of gender, age, and ad-evoked emotions." HKBU Institutional Repository, 1999. http://repository.hkbu.edu.hk/etd_ra/183.

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Follin, Sara, and Viktoria Fransson. "The impact of gender and age on customer loyalty : A quantitative study of Swedish customers’ experiences of a loyalty program." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28596.

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Title The impact of gender and age on customer loyalty – a quantitative study of Swedish customers’ experiences of a loyalty program Authors Sara Follin & Viktoria Fransson Background Building customer relationships could be done by using loyalty programs; programs which involves activities for enhancing customer loyalty (Ou, Shih, Chen & Wang, 2011). To use loyalty programs as relationship marketing tactics has become popular and it is frequently used in the grocery retailing industry (Noble & Phillips, 2004). Customer loyalty differences might be influenced by customers’ gender and age (Kuruvilla, Joshi & Shah, 2009; Patterson, 2007). It is expected that females tend to be more loyal than males, and that older customers tend to be more loyal than younger generations (Patterson, 2007; Ndubisi, 2007). Purpose The purpose of this study is to describe the impact of gender and age on customer loyalty in the grocery retailing industry. Theory & Concepts Relationship marketing, Loyalty program, Customer loyalty, Gender differences in customer loyalty, Age differences in customer loyalty Methodology This is a descriptive study with a quantitative and deductive research approach. The research strategy was survey, and data was collected from 216 respondents through a questionnaire. Data was collected around the loyalty program Willys+, which formed the sample of this study. Conclusion Customers’ gender could be one variable influencing and impacting customer loyalty, however age is not. Gender impacting customer loyalty, could be explained by potential differences in how females and males choose to shop in store as well as by the fact that the majority of the members in the loyalty program were females. Loyalty among customers belonging to different age group did not have any significant differences.

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Aniliadis, Maria Sofie, and Isabelle Söderberg. "Idrott, genus och sponsring – ur ett subjektivtperspektiv : Kvinnliga elitidrottares erfarenheter av genusskillnaderinom sponsring." Thesis, Högskolan Dalarna, Omvårdnad, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27090.

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The aim of this study is to explain how professional female athletes experience gender differences in sponsorship, and if these differences have had any effects on their performance. This study is based on seven interviews with Swedish women who are active on a world class level in their chosen sports. The theoretical frame of this study is founded on the concepts of gender, social role theory, homologous reproduction theory, congruity theory and social identity theory, which can describe why a sponsor prefers to sponsor male athletes rather than female athletes. The results show that professional female athletes experience differences in how sponsors use them related to marketing. Women experience that sponsors prefer male over women characteristics and therefore support the male athlete more, thus resulting in a gender inequity. Women in general find it difficult to talk about their experiences regarding sponsorship and they avoid questioning sponsors regarding the differences experienced. The conclusion, is that the hegemonic masculinity, related to gender theory can be recognized within sponsorship and as long as athlete women are afraid to speak up and express this, the differences will never be acknowledged.

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Tsegah, Marian. "Making a difference : a study of the 'social marketing' campaign in awareness creation of gender based violence in Ghana." Thesis, University of Sussex, 2016. http://sro.sussex.ac.uk/id/eprint/60041/.

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Within feminist scholarship advertising – representing women as wives, mothers and sexual objects – has long been regarded as patriarchal, blocking women's liberation (Talbot 2000) and thus an impossible practice for progressive activism. More recently, however, approaches acknowledge advertising as a ‘tool' deployed for a range of ‘political' ends, encouraging changes in values, understandings and behaviors. Such advertising is often referred to as ‘social marketing'. This thesis focuses on one such campaign in Ghana between 2007 and 2009 attempting to raise awareness about gender violence. This campaign is considered in the context of the position of women in post-colonial Ghana and tracked across the different processes of a ‘circuit of culture' (including production, representation, consumption) through which meanings are made (du Gay et al 1997). The thesis explores the campaign's inception, production, mobilization within educational and ‘consciousness-raising' endeavors, the form and textual construction of the ads (largely posters), women's (and some men's) understanding of the posters and gender violence. Methodologically, the project involved interviewing twelve individuals in key organizations working with the public, victims, and on the campaign. It also involved collecting a sample of ten ad posters and conducting eight ‘focus group' discussions with women and some men. Findings suggest that the campaign did lead to increased awareness of gender violence across gender, generations and literacy levels. Nevertheless, audiences/consumers interpreted the campaign posters in very distinctive ways, depending on the resonance with their own lives. Further, constraints on reporting abuse still held, not least on account of the embarrassment and shame of admission. Overall the thesis contributes to scholarship on social marketing but more particularly to debates about improving women's position in Ghana.

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Demers, Isabelle Anne. "L'homme monochrome ? : Marketing de la masculinité sur les pages couverture des magazines pour hommes." Thesis, Université d'Ottawa / University of Ottawa, 2015. http://hdl.handle.net/10393/32504.

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"In seeing what picture makers can make of situational materials one can begin to see what we ourselves might be engaged in doing" (Goffman, 1979). Les dernières décennies ont été marquées par d'importants changements dans les rôles traditionnels des hommes ainsi que par une explosion de l’offre commerciale qui leur est offerte. Alors que l'industrie des médias utilise des stratégies multiples pour façonner l'identité de genre et les intérêts des consommateurs, il est pertinent d'examiner la représentation de la masculinité moderne dans les médias. L’hypothèse de cette recherche est que les magazines masculins généralistes projettent une image stéréotypée, monochrome et hégémonique de la masculinité, et ce, indépendamment du segment de la population qu’ils visent. À partir d’éléments empruntés à la théorie du marketing, d’éléments archétypaux de Jung, des codes du genre développés par Goffman, ainsi que de certains concepts associés à la masculinité hégémonique définis chez Bourdieu et Connell, une analyse de 72 pages couverture provenant de 12 magazines pour hommes a été effectuée. À quelques exceptions près, l’étude a démontré une homogénéité du message commercial dans la communication des attributs de la masculinité. Ces attributs forment un idéal type qui représente diverses variantes de la masculinité hégémonique. Le portrait type de la masculinité offert aux différents profils sociodémographiques est celui d’un homme caucasien fort, rebelle, consommateur d’alcool et de femmes, qui a réussi et qui prend soin de lui-même, tout en ayant une vision (plutôt) négative de la paternité. Cette valorisation stéréotypée de la masculinité a des effets pervers sur la santé des hommes, alors que l’image commerciale de la masculinité normalise l’objectivation du corps masculin. La recherche conclut que la commercialisation de la masculinité et de ses attributs esthétiques, stéréotypés et hégémoniques globalise l’idéal masculin en le rendant attrayant pour le grand public, alors que peu de place est laissée à des masculinités alternatives et à d'autres façons de comprendre et d'être un homme.

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Kallur, Martin. "Queer Love in Social Media Marketing : A Case Study of Same-Sex Couple Representations in Watch Brand Daniel Wellington’s Social Media Channels." Thesis, Linköpings universitet, Tema Genus, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-152000.

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On Valentine’s day 2018, Swedish watchmaker Daniel Wellington posted a photo of a gay male couple followed by a caption celebrating the love between the two subjects. The photo was posted to the brand’s Instagram account reaching an audience of four million followers. The brand’s followers responded with great amounts of engagement ranging from excitement and support for featuring a same-sex couple, to almost equal amounts homophobic disapproval. This thesis, a case study of Daniel Wellington’s social media and social media staff, examines the effects of including same-sex couples in social media marketing. Previous research on LGBTQ+ representation in advertising has identified the polarizing reactions same-sex couples in marketing usually evoke. Using existing literature on the subject as a theoretical framework, this thesis analyzes the effects of including two photos of same-sex couples, one male-male couple and one female-female couple, in Daniel Wellington’s Instagram account. A statistical analysis of the reactions to these photos on Instagram will be followed by interviews with the brand’s social media staff in order to explore the corporate response to the reactions to the social media representations of same-sex couples. This thesis will suggest, partially in line with previous research, that the social media content featuring same-sex couples created a lot of engagement among its followers, with comparatively high levels of polarization. The data identified a significant difference between how the gay male couple and the same-sex female couple were evaluated. Additionally, the interviews with the social media staff suggest that, despite the high levels of negative reactions, including same-sex couples in their social media channels did not have a deterring effect on their commitment to include more types of diversity in the brand’s social media feeds. The interviews with the social media staff indicate that the experience of including same-sex couples in the brand’s social media marketing efforts had the effect of raising awareness of issues of homophobia among the staff members.

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LaBat, Lauren, Heidi M. Kuehn, John P. Meriac, and C. Allen Gorman. "Race and Gender Differences in Regulatory Focus: Examining Measurement Invariance." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/423.

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We investigated race and gender differences in regulatory focus, which distinguishes between two modes of motivational regulation: promotion and prevention focus. Item response theory was used to examine measurement equivalence/invariance and mean differences across groups were examined. Several items functioned differently across groups, but differences cancelled out at the test-level. Analyses using an undergraduate student sample (N = 1,845) revealed that females were significantly more promotion and prevention focused than males and African Americans were significantly more promotion and prevention focused than Caucasians. Interestingly, both gender and racial minority groups scored higher on regulatory focus indicators than the majority groups. Arguably, unlike minority group members, majority group members would have less of a necessity to prevent failure or to promote their own success. Implications for these motivation regulation differences can be applied to workforce settings in which managers seek to provide equal opportunities for both genders and racial groups.

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Cooper, Coyte G. "NCAA website coverage an analysis of gender and individual sport team coverage on intercollegiate athletic home Web pages across multiple divisions /." [Bloomington, Ind.] : Indiana University, 2007. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3297080.

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Thesis (Ph.D.)--Indiana University, School of Health, Physical Education and Recreation, 2007.
Title from dissertation home page (viewed Sept. 26, 2008). Source: Dissertation Abstracts International, Volume: 69-02, Section: A, page: 0677. Adviser: Paul M. Pedersen.

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Marimo, Pricilla. "Gender Impacts of Molecular-Assisted Breeding: The Case of Insect and Disease Resistant Cassava in Nigeria." Thesis, Virginia Tech, 2009. http://hdl.handle.net/10919/33537.

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Cassava is the main staple crop in Nigeria. Using primary data from four south eastern states in Nigeria, the study assessed the gender impacts of improved cassava varieties. Comparative statistical analysis reveals that total female labor is higher than total male in cassava production, processing and marketing. Women spend more labor days than males for planting, weeding, harvesting, marketing and processing. The total female family labor is higher for adopters of new improved cassava varieties. There is however lower family labor input for both male and female adopters for clearing and plowing which are normally done by men. Significant determinants of female labor supply are number of children in the household, percent of females in the household providing labor on the farm, area under improved cassava varieties and total land area. There is a positive unexpected relationship between total female labor supply and number of children. For each of the decision making variables, there is a significant association between the gender of the spouse and the decision made except for the decision on family labor allocation. Probit results show a significant decrease in the probability that the wife makes the decision for family labor allocation, what inputs to buy and borrowing and traditional cassava income control with adoption. Results indicate that both men and women spend their income on services directly linked to the householdâ s welfare. More than half of the women ranked food as number one.
Master of Science

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Sadek-Endrawes, Marlin. "Culture & Advertising : How masculinity or femininity of a culture is influencing the consumers’ responses on the gender appearance in advertisements?" Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1915.

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Everybody has seen advertisements in his/her life even if this person is never watching television or listening to radio. However, an average person watches television 1 to 4 hours per day. In these hours of watching television, there is a big probability that this person will see an advertisement. But how does he/she react to this advertisement? There are probabilities of reacting positively or negatively or indifferently. Culture is one of the significant aspects that can determine the reaction of the viewer.

The purpose of this master thesis is to understand the influence of the cultural background on consumers when they see a man or a woman appearing on advertisements. This study can be used by managers as a part of their considerations they should have when deciding communication strategies. Moreover, it can bring further understandings for students who are interested on culture and advertising. The main question I wanted to answer with this research is “How masculinity and femininity of a culture is influencing the consumers’ responses on the gender appearance in television advertisements”?

In order to accomplish this goal, I used a quantitative and a deductive scientific method. The empirical data were collected by distributing questionnaires to 40 students of Umea University. The questionnaires are given in order to find out how consumers are affected by culture towards advertisements.

The theoretical framework is actually divided in two parts. The first part is presenting some definitions, components, layers and dimensions of culture combined with masculinity and femininity. The second part is presenting advertising and gender where someone can see how to manage an advertising communication and which strategy to follow.

After the theoretical framework, the empirical results of this study are presented. In the analysis of the empirical data I found out that the masculinity-femininity level of the country a person comes from does not affect his/her reactions towards the genders appearance in advertisements. This can be a result either of the size or homogeneity of the sample either of the personality aspect or the subculture belonging of the person. So it can be said that the personality and the subculture belonging of people may be some factors that influence their reactions towards advertisements. However, what was proved by this research is that a person’s reactions towards advertisements can be influenced by the fact that this person is a man or a woman.

At the end of the study some suggestions are given to marketers such as to define who the target group of the advertising communication is and then develop the appropriate strategy. Moreover, suggestions are given to future researchers such as to conduct the same study but with a bigger sample.

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Saggi, Karan. "Who is the Customer? Identifying the Initial Adopters of Formal Savings. Field Evidence from Malawi." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/957.

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This thesis examines household characteristics as determinants of formal savings accounts in rural Malawi. The main questions answered in this paper include the effects of household characteristics on the probability of having formal savings, the amounts saved in these accounts, and the probability of adopting formal savings. The central discussion aims to identify the initial adopters of formal savings accounts, using a marketing approach previously unapplied to this area of research. This paper also contributes to the dialogue of the household composition by considering three untried variables: number of adults, number of children, and literacy of all household members. Results show that households are most likely to adopt formal savings, when provided access, if they have a head who can read Chichewa, a functional cellphone, more adults who can read Chichewa, and are close to the bank service. The field evidence comes from research conducted over a two year period 2008-2010 in sampled regions of Central Malawi.

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Redmond, Malika A. "A Critical Discourse Analysis of the Marketing of Merck & Co.'s Human Papillomavirus Vaccine Gardasil®." Digital Archive @ GSU, 2011. http://digitalarchive.gsu.edu/wsi_theses/26.

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This is a critical discourse analysis research project that examines the print and television advertisements of Merck & Co.’s Human Papillomavirus (HPV) vaccine GARDASIL®. There are three commercial campaigns identified for this project: “Make the Connection/ Charm4Life,” “Tell Someone,” and “One Less/ I Choose.” Two print and two television commercials per campaign are analyzed. I used black feminist and girls studies theoretical frameworks to address how representations of race, class, “girl power,” and the cooptation of feminist language are both expressed and utilized in the marketing as a method to target consumers. I conclude with “parody/ protest” advertisements of the vaccine featuring young women demonstrating a critical consumer voice towards the marketing of the vaccine. As a result, I found that the PSAs used fear-driven messages about HPV’s link to cervical cancer beginning a year before the FDA’s approval of GARDASIL® in order to market and sell its product.

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Lichtman, Sarah A. ""Teenagers Have Taken Over the House"| Print Marketing, Teenage Girls, and the Representation, Decoration, and Design of the Postwar Home, c. 1945-1965." Thesis, The Bard Graduate Center, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3577907.

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The rapid development of consumer culture during the two decades after World War II, coupled with the rise of the teenager, resulted in a powerful cultural and socioeconomic shift that marketers exploited to sell goods and ideas. In this dissertation, I analyze particular spaces and objects marketed to teenagers, particularly teenage girls, for use in the postwar home, both real and imagined. I highlight the ways in which age, gender, privacy, personal identity, parental concerns, and familial relationships intersected with the design and use of specific spaces, interior decoration, and selected objects. I examine the recreation room and family room, the teenage bedroom, the dressing table, the telephone, and what I call the "teenage trousseau" as examples of interiors and objects marketed to reflect heteronormative and gendered expectations. I also consider the ways in which teenage girls derived pleasure from and expressed agency through consuming, creating, and envisioning domestic space. The increased prominence of teenage girls embodied this tension, which was at once bound to the social pleasures found in feminine culture and to the influence of marketers responding to postwar affluence.

At this time, magazines such as Seventeen, a publication marketed expressly to teenage girls, forged a symbiotic relationship with commercial interests. Consequently, household furnishings and objects figured prominently in editorial and advertising discourse, providing a rich source of information concerning the cultural attitudes and expectations relating to middle-class teenage girls at that time. A paradoxical space, the postwar home was at once a place of containment as well as one of autonomy and power, where teenage girls could socialize, experiment, and assume different identities and roles. The consistent emphasis on consumption and its relation to domesticity makes the study of representations of teenage girls particularly integral to the analysis of the interpretation, decoration, and design of the postwar home.

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Hugosson, Olle, Carolina Matthys, and Linda Phung. "Perception of the Celebrity Endorser : A study of how age and gender influences the consumer perception." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-23822.

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Background The concept of celebrity endorsement is a constantly growing marketing communication tool. A recent example of when the usage of celebrities within advertising has been successful is the case of Zlatan Ibrahimovic endorsing Volvo. Because of the expansive usage of celebrities in advertising as well as the ongoing increase of competition, the development for further efficiency in celebrity endorsement is essential for creating efficient advertisements. The foundation of this thesis relies upon the meaning transfer model (McCracken, 1989) as well as the source effects model (Ohanian, 1990). Purpose This thesis intends to investigate how the different source effects within celebrity endorsement are appealing to the various consumers based on their age and gender. To be able to further investigate into the nature of the differences between genders, we will observe how gender stereotypical- and gender neutral products are perceived by the consumers and the role that the gender of the endorser plays in celebrity endorsement. Method In order to fulfill the purpose of this thesis, an abductive study was conducted by the usage of both quantitative and qualitative data. The data was collected through a questionnaire, both among the members of Bryngfjorden GK and students at Jönköping International Business School, and focus groups with participants representing the overall population of Sweden. Conclusion We have identified numerous of different characteristics of the consumers that will influence their perception of celebrity endorsers in advertisements, thus depending on age and gender. Mainly we have found is that younger consumers put a large emphasis on the attractiveness effect of the celebrity endorser compared to older people who rather emphasize on the credibility effects of the endorser. Further we have found explanations for how different product types are dependent on the gender of the consumer, as well as the gender of the endorser, for creating an effective advertising message.

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Enterline, Darren James. "The Impact of Groundnut Production and Marketing Decisions upon Household Food Security Among Smallholder Farmers in Sub-Saharan Africa: Does Gender Matter?" Thesis, Virginia Tech, 2013. http://hdl.handle.net/10919/23093.

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This thesis investigates the relationship between groundnut cash cropping decisions and household food security in two regions of sub-Saharan Africa. Particular attention is paid to how the gender of groundnut growers influences this relationship. Additionally, the thesis examines how gender influences household marketing decisions. Household groundnut production and marketing data was obtained using surveys administered in eastern Uganda and central Ghana. A food consumption score developed by the World Food Program is used as a quantitative measure of food security. Measures of household groundnut cultivation intensity are specified using data on household groundnut production and marketing levels. An OLS regression estimates the relationship between the food consumption score and measures of cash cropping intensity and other cash crop production decisions. Apart from the OLS regression, a tobit model is employed to estimate the gender effects on household marketing decisions, examining both the decision to participate in a market and the decision concerning the amount to market. Cash cropping decisions are found to play no role in the determination of food security. While the presence of female groundnut growers in a household has a small positive effect on the food consumption score, there is no identifiable gender influence upon the cash cropping and food security relationship. The tobit model results indicate no gender effect upon household marketing decisions.
Master of Science

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Lei, Antonio. "Do hometown and gender similarity enahnce supportive peer relationship? The interaction effect of cooperative goal." Thesis, University of Macau, 2008. http://umaclib3.umac.mo/record=b1950732.

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Gorman, C. Allen, and Lorianne D. Mitchell. "Beyond Rating Accuracy: Frame-of-reference Training Reduces Gender Bias in Performance Ratings." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/etsu-works/410.

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In light of all the criticisms of performance appraisal/management, this symposium presents 4 new studies that begin to reveal when performance ratings are most valuable and where research on the effectiveness of performance management needs to go in order to best inform practice.

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Envall, Anna, and Jessica Arvidsson. "Är nakenhet ett måste? : En studie om mottagarnas åsikt om könsnormativ vs könsneutral parfymreklam." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation (from 2013), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-84388.

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Nakenhet och sexuella anspelningar är något som drar till sig vår uppmärksamhet. Genom historien går det att se tydliga skillnader i hur detta faktum skiljer sig mellan män och kvinnor i reklam. Studiens förarbete och teoretiska ramverk visar på att en av de kategorier där det är väldigt vanligt att använda en mer könsnormativ uppvisning av både män och kvinnor är parfymreklam, vilket således har lett till utförandet av denna studie. Studien utforskar hur mottagare ser på och tar emot väldigt könsnormativ parfymreklam samt, hur och om det skiljer sig mot hur de tar emot könsneutral parfymreklam. Detta undersöktes i ett projekt där deltagarna, genom ett flertal fokusgruppsintervjuer, har fått analysera och diskutera flera olika annonser som alla presenterade skilda nivåer av könsnormativitet kontra könsneutralitet för att se vilket som föredras och sedan finna anledningen till varför. Projektets huvudsakliga mål var att skapa parfymannonser som speglade de olika nivåerna av könsnormativitet som skulle undersökas för att under studiens gång, omarbeta dessa utifrån de åsikter som framkom så att de möter mottagarnas förväntningar. Det resultatet visade var att en begränsad mängd av könsnormativitet i parfymreklam är att föredra av deltagarna. Dock visades det att en del könsneutrala samt, väldigt könsnormativa reklamannonser också togs emot på ett positivt vis beroende på den känsla de utgav.
Historically nudity and sexual allusion have been a phenomenon clearly demonstrated throughout advertising. This project sets out to explore and discuss promotional campaigns deployed by the perfume industry when advertising typical gender stereotypes and whether that is preferred by the target audience. This study's preparatory work in combination with previous research asks the question; Is the usage of gender normative material preferred by the target audience and how do these traditional groups react to gender neutral material? This was investigated and tested through the use of focus groups where all participants were presented with several advertisements which varied in degrees of gender normativity and gender neutrality. Data was collected, analyzed and further discussion within the groups were held to ascertain which ads were more preferable and why. The main focus of this study was to help form a new understanding of participants' opinions and ultimately to explore new marketing avenues that would match more closely with recipient expectations. The results show that, to a certain degree, gender normative advertisements are preferable in comparison to gender neutral and explicit gender normative material, despite some of the neutral examples being met with positive responses depending on the feeling they yielded.

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Arvidsson, Matilda, and Matilda Sonesson. "Könsstereotyper i sportreklam : Hur påverkar könsstereotyper i reklam konsumenters känslor inför ett varumärke." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-259387.

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Today, we are surrounded by stereotypical representations of gender in advertising. We have chosen to focus on the question: What can the use of gender stereotypes result in and what are the motives for companies not to use gender stereotypes in advertising? The aim is to discuss how and why companies use gender stereotypes in their advertising and what the consequences are. We have chosen to target the sports industry as the sports movement is created by men, for men and is still characterized by male norms and power structures. It is therefore interesting to examine how sports companies in Sweden convey their view of gender through its marketing and more specifically their commercials. We have used focus groups to learn the consumers thoughts about three different commercials by Intersport, XXL Sport & Vildmark and Stadium (three big sports companies with business in Sweden). We have used Kotler’s basic theories of marketing with a focus on needs, wants, demand and segmentation. We have also focused on brand theory as a corporate brand is now one of the biggest intangible assets a company owns and it is increasingly important for companies to have a strong brand to differentiate themselves in today's fierce competition. We have also used theories about gender and sports to see patterns that cannot be recognized using only marketing theory.Based on the discussions of the focus groups, gender stereotyping in advertising and advertising focused on appearance resulted in negative feelings which created no sense of belonging (one of the basic human needs according to Kotler) and was considered exclusionary.

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Sobande, Francesca. "Digital diaspora and (re)mediating Black women in Britain." Thesis, University of Dundee, 2018. https://discovery.dundee.ac.uk/en/studentTheses/9804aec0-949c-4add-810a-724b72f88e5f.

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Anchored in analysis of in-depth and semi-structured interviews with 23 Black women in Britain, this research explores how media and online content-sharing is implicated in the development of Black women’s diasporic identities. Such matters are unpacked via an interpretive analytic lens, with Black feminist and social constructionist underpinnings. Shaped by critical studies of marketing, media, race, and gender, this research addresses issues concerning identity, ideology and inclusion, amidst media and digital culture. This thesis analyses media-based coping mechanisms concerning experiences of marginalisation and searches for a sense of belonging, related to intersecting issues of race, ethnicity and gender. There is analysis of how content generated by Black online users is entangled in processes of cultural transmission, counter-cultural resistance, and the construction of a digitally-mediated collective Black consciousness. As such, there is discussion of the notion of Black digital diaspora, in relation to analysis of the online media experiences of Black women in Britain. As part of this thesis, the concept of Black British diasporic literacy is also outlined, to further understand the particularities of Black identity development in Britain and how it is influenced by media content. Whilst the narratives of interview participants are emphasised in this thesis, it expands upon research that embraces a self-reflexive quality, by including reflections on the author’s own experiences as a Black and mixed-race woman.

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Jeries, Beshara, and Ramon Redzepov. "Kommunikationens roll i marknadsföringen : En undersökning om hur ett hotell kan marknadsföra tjänster och erbjudanden som är inkluderade i logipriset." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-68702.

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Alhidari, Abdullah. "Co-Creating Value in Video Games: The Impact of Gender Identity and Motivations on Video Game Engagement and Purchase Intentions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc799485/.

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When games were first developed for in-home use, they were primarily targeted almost exclusively at children and males. However, today’s marketplace manifests a more diverse population plays Internet-enabled games that can be played virtually anywhere. The average gamer is now 30 years old. Many gamers, obviously, are much older. Yet more strikingly, and more germane to this study’s purpose, 47% of the U.S. gamer population is female, as compared to 40% in 2010. Despite these trends the gaming industry remains a male-dominated culture. The marketer’s job is to facilitate game engagement and to motivate gamers to play. The notion of “engagement” is not new in business. The term was developed in the last decade. Many studies were devoted to understand, explain, and define the term. It suggests that within interactive, dynamic business environments, consumer engagement (CE) represents a strategic position that companies can use to enhance their sales growth, competitive advantage, and profitability. Moreover, there are three levels of engagement in any experiential consumption (i.e., playing video game): presence, flow, and psychological absorption. The findings of this study affirm that consumer engagement, including presence, flow and psychological absorption are explanatory factors that impact gamer’s purchase intentions. Our results show that consumers experience different mental engagement in an interactive environment (i.e., playing video games) compared to passive environments (i.e., visiting a website). These findings change our understanding of consumers’ engagement and flow state. We also found that male and female gamers experience different engagement level. However, we did not find a significant result that masculinity and femininity traits impact gamers’ engagement or intention. We argue that macroeconomic factors results in sales fluctuation may have resulted in reject in this hypothesis. Thus, marketers shed a light into the consumer’s interactive environment and flow states in that environments. Consumers not only determine the value in using a product as Vargo and Lusch suggested, but they also create that value. Also, consumer experience is an ongoing process that does not have a specific point to start, making the value creation a temporally accumulative process that includes past, present, and future experience. Therefore, the value created by consumers is not created while physically interacting with a device to play, but it may include imagined and indirect interaction with the product. Therefore, consumers (i.e., gamers) need to maintain a balance between presence and psychological absorption (i.e., flow) to get the best experience in play video gaming. Empirical evidence suggest that consumers’ flow state engagement is the most important variable in determining their ensuing purchase intention for video games, regardless of game genre.

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Mirkovic, Veronika. "“We Always Have to be the Nice Ones, be the Ladies”: A Postfeminist Analysis of how Sports Marketing Reflects Female Athletes’ Lived Experiences." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21703.

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Current debates about representations of female athletes in the media consist mainly of textual analyses research produced by scholars who observe the topic from different theoretical frameworks. To better comprehend the relation between women athletes and media’s representation of them, in particularly advertising, this thesis aims to converse with up-and-coming professional and collegiate sportswomen as a way to examine what kind of correlation, if any, there is between sports commercials’ portrayals of female athletes and their actual reality. As there has been a shift in sports marketing approaches towards women through ‘femvertising’ (which challenges traditional gender stereotypes), a common belief is that gender equality in sport has been achieved. Taken as my case study, I use Nike’s commercials I Feel Pretty (2006) and Dream Crazier (2019) as auxiliary ‘props’ to get the discussion about advertisements’ representations of female athletes off ground in my conversations with several women athletes. Nike stands as one of the most prominent sporting brands in the world, and since the early 90s, the brand has been leading in “female athlete empowerment” advertising. Thus, by conducting a focus group interview in addition to in-depth semi-structured interviews with women athletes from the United States and Europe, the analysis draws on a postfeminist critique as a way to better understand the relation between the representations of sportswomen in sport advertisements versus their real-life experiences. Ultimately, the results of this research work imply that even though sport brands make a good case for the visibility of sportswomen, it does not match the experiences of the female athletes without celebrity status. Finally, this thesis is a contribution to the field of media and communication studies as it privileges the voices of up-and-coming professional and collegiate female athletes. It serves in hope of inspiring other scholars to further investigate sport in relation to gender and media through the lived experiences of the sportswomen about which they theorize.

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Broberg, Lisa, and Beatrice Stefansdotter. "Könsstereotypisk eller jämställd reklam? : En kvalitativ studie om generation Z:s attityd till könsstereotypisk marknadskommunikation." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105749.

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To reach and motivate an entire generation with different interests and attitudes is not an easy task. Whether it is more profitable to target a broad target group or divide the market by gender, is therefore a big dilemma for many companies. The purpose of this study is to create an understanding of Generation Z's attitudes to stereotypical gender marketing communication. Also, to investigate whether there is a difference in women's and men's perceptions of typical gender advertisement. This article aims to provide marketers with knowledge about how they can optimize their marketing communication towards generation Z. To get to terms with what is more effective to show in advertising contexts to the intended target group. This study has an interpretive strategy approach where an understanding of social reality is to be created with a qualitative method. The empirical data is based on four digital focus groups with eight participants in each group. The findings indicate that when it comes to gender-equal advertising, generation Z prefers its respective advertising. However, when there is a gender-neutral advertising, it is preferable in the long run. This study also concluded that the message of the advertisement can win in the long run over the visuals that are shown in advertising. Finally, we present a proposal that future research within the subject should be conducted with the help of a quantitative research method to compile a greater empirical material, which would lead to better generalization of the results.

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Žiedelytė, Viktorija. "Lyčių lygybės principų įgyvendinimas Valstybės sienos apsaugos tarnyboje: Pagėgių rinktinės atvejis." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140716_092952-36899.

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Bakalauro baigiamajame darbe nagrinėjama mokslinė literatūra, siekiant atskleisti lyčių lygybės principų įgyvendinimą: sampratą ir taikymo sritis, apžvelgiant istorines jų įgyvendinimo prielaidas bei reglamentavimą Lietuvoje. Buvo atlikta lygių galimybių principų įgyvendinimo analizė, atskleidžianti pozityviuosius veiksmus bei lygių galimybių principų įgyvendinimo institucinius aspektus.
This thesis analyses scientific literature with a purpose to unveil the implementation of the principles of gender equality: that is, it analyses the meaning and application of gender equality principles while taking its historical implementation prerequisites together with legal regulation into account within the scope of Lithuania. This paper is based on the analysis of the implementation of equal opportunities principle. Such analysis unfolds the potential positive outcomes together with some institutional aspects that are essential to the implementation of the principle of equal opportunities.

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Henriksson, Dan, and Fredrik Andersson. "Hear it, Want it, Buy it! : A study of auditory stimuli as a primer of consumer choice in restaurants." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19435.

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Purpose: To assess the effect of a higher price, consumer age, and consumer gender on the relationship between music and consumer choice of food in a lunch restaurant. Methodology: An inductive-deductive approach was used in a three-step study which consisted of three focus groups, an experiment as well as a survey investigation. Findings: While not statistically significant at the 0.05 level, conditioned music showed a small tendency to affect consumer choice of food in a lunch restaurant. The reason for this is arguably a higher price might disrupt the condition music. Age was found to be statistically significant on a 0.05 level. Gender however, was not found to be statistically significant at the 0.05 level. Keywords: Sensory marketing, Consumer behaviour, Perception, Music, Age, price, Gender

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Dissertations / Theses on the topic 'Gender marketing'

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