Gendering Theory in Marketing and Consumer Research

ISBN-13: 9780367077075 / Angielski / Miękka / 2018 / 198 str.

Zeynep Arsel; Kirsi Eraranta; Johanna Moisander

Opis

Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. 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. 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.

Spis treści

Introduction: theorizing gender and genderising theory in marketing and consumer research  1. The abject single: exploring the gendered experience of singleness in Britain  2. Gendered reading of the body in the bed  3. Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs  4. Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities  5. Masculinising domesticity: an investigation of men’s domestic foodwork  6. Marketing the female politician: an exploration of gender and appearance  7. Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty  Commentaries  8. Towards more marketing research on gender inequality  9. Critical visual analysis of gender: reactions and reflections  10. Feminism’s fourth wave: a research agenda for marketing and consumer research  11. Judith Butler on performativity and precarity: exploratory thoughts on gender and violence in India