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Product gender perceptions: the case of China

Product gender perceptions: the case of China Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have gender. For those products which are clearly sex‐typed, the primary determinant of these perceptions is the user; for more ambiguous products, uses the cues of user, buyer and promoter. Discusses the marketing implications regarding how to use these cues in creating and/or avoiding gender images of products. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Product gender perceptions: the case of China

International Marketing Review , Volume 13 (4): 12 – Aug 1, 1996

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References (28)

Publisher
Emerald Publishing
Copyright
Copyright © 1996 MCB UP Ltd. All rights reserved.
ISSN
0265-1335
DOI
10.1108/02651339610127248
Publisher site
See Article on Publisher Site

Abstract

Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who buys the product, who uses the product, and/or who promotes the product. The results indicate that the Chinese do indeed perceive many products to have gender. For those products which are clearly sex‐typed, the primary determinant of these perceptions is the user; for more ambiguous products, uses the cues of user, buyer and promoter. Discusses the marketing implications regarding how to use these cues in creating and/or avoiding gender images of products.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 1, 1996

Keywords: China; Gender; Perceptions; Product strategy

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