George Balabanis, Adamantios Diamantopoulos, Rene Dentiste Mueller, T.C. Melewar
Joseph R. Dominick, Gail E. Rauch
That women are still stereotyped despite the continuing activism of the women's liberation movement is clearly demonstrated in the following study of a sample of early 1971 network TV ads. Focusing on the advertising viewed in millions of homes during prime‐time, the authors conclude that women are ...
Kazi Md Mukitul Islam, M. Niaz Asadullah
Using government secondary school English language textbooks from Malaysia, Indonesia, Pakistan and Bangladesh, we conducted a quantitative content analysis in order to identify gender stereotypes in school education. In total, 21 categories of exclusion and quality of representation were used to st...
Radhika Parameswaran, Kavitha Cardoza
The recent commercial boom in women's skin-lightening or “fairness” cosmetics in India is part of the larger context of escalating lifestyle consumerism in Asia's emerging market nations. This monograph examines the cultural politics of gender, nation, beauty and skin color in the persuasive narrati...
Stéphanie Feiereisen, Amanda J. Broderick, Susan P. Douglas
Abstract The present article examines the predictive ability of gender identity congruity in explaining women's responses to advertising appeals. The contributions of the article are twofold: (1) to demonstrate whether advertisements that are congruent with female consumers' gender identities elicit...
Yukyoum Kim, Hyun–Woo Lee, Marshall Magnusen, Minjung Kim
Sponsorship is a significant element of today’s marketing communication. Nevertheless, managers and researchers lack of systematic and integrative understanding of key factors that influence sponsorship outcomes and the contexts in which the relationships between sponsorship effectiveness antecedent...
Bernadette Kamleitner, Abul Khair Jyote
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of pl...
Xi Zhang, T. Ramayah
Shahaduz Zaman, Nasima Selim, Taufique Joarder
Bangladesh is one of the few developing countries where there is no McDonald's and yet the process of “McDonaldization” is in full progress. This paper explores the food consumption practices of a group of affluent university-educated urban youth in Bangladesh to illustrate this process of McDonaldi...
Md. Kamrul Hasan, Nayeema Maswood Neela
This study aims to empirically examine the effect of tourists’ grandiose narcissism and adventure experiences on their self-presentation and electronic word-of-mouth communication (e-WOM) intention in a water-based adventure tourism setting. Data were collected through a personal-administered survey...
Anika Subah, Ahmad Upoma, M Coughlin, P O'connor et al.
There exists broad recognition of the pivotal role of media in bringing about social change through transformation, as media clearly reflects the values of any given civilization. But the misrepresentation of women in media is on the whole a national problem because the majority of Bangladeshi teena...
Patel Tejal, D Nishan, J Amisha, G. Umesh et al.
Objectives: Cosmetics are a multi-billion dollar industry today. The present study was designed with an objective to know the extent, purpose, type and awareness for cosmetic in people's daily life in Surat city. Materials & Methods: The study was conducted among 500 randomly selected people fro...
Muhammad Sabbir Rahman, Aahad M. Osman-Gani, Hasliza Hassan, Md. Aftab Anwar et al.
Purpose The purpose of this paper is to investigate the relationship between consumption values (CV), destination cues (DC), nostalgia and attitude in the selection of destination for educational tourism, and the mediating effect of destination image (DI). Design/methodology/approach The research ap...
Tamgid Ahmed Chowdhury
ABSTRACT This article argues that the traditional belief that "consumer ethnocentrism is a phenomenon of developed countries only" is no longer true. To establish this argument, our study assesses the applicability of the Consumer Ethnocentric Tendencies Scale (CETSCALE) to Bangladesh by judging the...
Amy Henderson Riley, Farren Rodrigues, Suruchi Sood
This chapter starts by defining social norms in entertainment-education (EE) and provides an overview of social norms constructs and theories. The chapter next presents social norms case studies from the authors’ work as EE researchers in four countries. The first case study measures changes in soci...