Gendering Theory in Marketing and Consumer Research (ISSN)

By: Johanna Moisander and Zeynep Arsel and Kirsi Eräranta

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Synopsis: Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.

Book Quality:: Publisher Quality
Book Size:: 198 Pages
ISBN-13:: 9781315300733
Related ISBNs:: 9781138237087, 9781315300757, 9781315300740, 9780367077075, 9781315300726
Publisher:: Taylor & Francis
Date of Addition:: 01/25/24
Copyrighted By:: Taylor & Francis
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.
Edited by:: Zeynep Arsel
Edited by:: Kirsi Eräranta
Edited by:: Johanna Moisander