Abstract
A study was undertaken to identify the bases on which a product’s gender image is contingent. The study concluded that the gender of the perceived user, purchaser, and promoter of a product were critical factors in that process. Results also suggest that a three category classification scheme is optimal in identifying a product’s gender. The implication is that a bi-polar scale, rather than two independent scales, would suffice when measuring a product’s gender image.
1 Throughout this article the term product is used to refer to both products and services.
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© 2015 Academy of Marketing Science
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Iyer, E.S., Debevec, K. (2015). Bases for the Formation of Product Gender Images. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_8
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DOI: https://doi.org/10.1007/978-3-319-17055-8_8
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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