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- Title
Tüketicilerin Biyolojik Cinsiyet ve Cinsiyet Kimliği Rollerinin, Konaklama İşletmelerinin Uyguladıkları Reklamlara Yönelik Tutumlarına Etkisinin İncelenmesi.
- Authors
GÜÇER, Evren; YAYLA, Özgür; KOÇ, Burcu
- Abstract
In this study, especially focused on the concept of psychological-based gender identity and researched if there is a differentiation characteristic of consumers' sex and gender identity roles (masculinity, femininity, androgynous and neutral) on consumers' attitude toward advertisements of accomodation establishments.According to the results,there is a general accordance between biological sex and gender identity roles of individuals and alsothe results of the previous studies were made in different areas in the same subject was supported with determination ofit is possible to participants have gender identity roles different from their biological sex to some extent. Otherwise; determination of the advertisements ofaccomodationestablishments, contain feminine messages, are more preferred by people who have feminine and androgynous identity than the others; and advertisements ofaccomodationestablishments, contain masculinemessages, are preferred by all gender identity roles are ones of the results.
- Subjects
CONSUMER attitudes; GENDER identity; CONSUMER behavior; MASCULINITY; SOCIAL role; COMPUTER networks
- Publication
Journal of Business Research-Turk / Isletme Arastirmalari Dergisi, 2013, Vol 5, Issue 4, p133
- ISSN
1309-0712
- Publication type
Article