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Reklamların ve Cinsiyet Kimliği Rolünün Tüketicilerin Satın Alma Davranışları Üzerindeki Etkisi = The Effect of Advertisements and Gender Identity Role on Consumer Buying Behavior

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Author(s): Mehmet İsmail YAĞCI | Neslihan İLARSLAN

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 11;
Issue: 1;
Start page: 138;
Date: 2010;
Original page

Keywords: Reklam | Tüketici Davranışları | Cinsiyet Kimliği | Sosyo-Ekonomik Statü | Advertising | Advertisement | Consumer Behavior | Gender Identity | Socio-Economic Status

ABSTRACT
Gender is a segmentation criterion which has been used for a long time especially for the analyses of consumer behavior in traditional marketing. However an obligation has aroused to digress the traditional patterns in order to understand consumer behavior in our rapidly changing world. At this point, “gender identity role” concept which is frequently encountered in the literature reminded may help researchers in understanding complex consumer buying behavior. In this study, consumer’s gender identity’s impact on their response to advertisements and whether their socio-economic status levels’ effect their gender identities or not have been analyzed and some significant relations have been found.
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Tango Jona
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