Introduction: theorising gender and gendering theory in marketing and consumer research

Arsel, Zeynep; Eräranta, Kirsi; Moisander, Johanna

doi:10.1080/0267257x.2015.1078396

Cited by 28 publications

(29 citation statements)

References 26 publications

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“…Ferguson, Brace-Govan, and Martin 2020). For example, Butler’s (1999) seminal work on gender, which theorizes the performativity of gender rather than a “real” or “natural” state, has been influential in marketing and consumer research (e.g., Arsel, Eraranta, and Moisander 2015; Bettany et al 2010; Thompson and Ustuner 2015). Scholars in this area have provided current and comprehensive reviews of gender and consumer research (see Maclaran et al 2017; Steinfield et al 2019b; Zayer et al 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Institutional Logics, Gender, and Advertising Within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity

Coleman

Zayer

Karaca

2020

Journal of Macromarketing

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Advertisers face longstanding challenges—perhaps more acute under shifting cultural and gender forces such as the global #metoo movement—in creating gendered messages. This research builds on work at the intersection of gender, advertising and institutions, which bridges macro and micro issues faced by advertising professionals, to explore the unique East-West context of Turkey. Using institutional theory as a lens to examine a context in transition, this research illustrates how macro forces permeate four logics from which advertising professionals draw, specifically logics of: gender roles, power, duality, and risk. It further identifies strategies that advertising professionals utilize to manage increasing institutional complexity when creating gendered messages amidst competing logics. This study contributes to an understanding of how advertising professionals engage in institutional work within broader macro realities and the impact this has on the creation of gendered messages in society. Implications for consumer welfare, particularly regarding gender relations, are offered.

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Section: Literature Reviewmentioning

confidence: 99%

Institutional Logics, Gender, and Advertising Within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity

Coleman

Zayer

Karaca

2020

Journal of Macromarketing

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“…Finally, as the study focuses on poor females accounts' on home and home experiences, the findings inform the literature on gender in consumer research. Scholars in the marketing field, using the construct of “missing feminism,” discuss how studies frame gender in limited ways and suggest for a more intersectional theorization of gender (e.g., Arsel, Eräranta, & Moisander, ; Hearn & Hein, ; Maclaran, ). This call for research that is designed to analyze several categories of difference at the intersection of gender is useful for exploring the dynamic and multidimensional nature of gender inequalities (Fischer, ; Hutton, ).…”

Section: Discussionmentioning

confidence: 99%

There is no place like home: Poverty and the squatter house

Çekirdekci

2020

J of Consumer Behaviour

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The house is one of the most important possessions in individuals' lives and consumers perform several practices in order to turn this spatial product into a home.Building on the existing research on home and home possessions, the article challenges the western romantic notion of home by investigating poor migrant consumers' lived experiences with a spatial product that has material deficiencies and it is perceived as inferior by the members of the dominant host culture. Accordingly, this study explores how migrant and at the same time poor consumers turn the squatter house into a home. Through an ethnographic research, the research findings show how spatial, material, symbolic, social, and temporal dimensions shape the private sphere of home and how consumers individually and collectively negotiate all these of forces in order to turn the stigmatized dwelling into a home.

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“…From a practical marketing perspective, scholars have forewarned strategists who accept without questioning the gender-neutral framing that they may be unknowingly exploitive or unethical (Arsel et al, 2015). Such a focus is necessary given the global public policy directive of gender equality espoused by the 17 United Nations Sustainable Development Goals.…”

Section: What Are Feminist Perspectives?mentioning

confidence: 99%

Exploring Subsistence Marketplaces Through a Feminist Perspective

Voola

2021

Australasian Marketing Journal

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Extant literature in the field of subsistence marketplaces adopts a gender-neutral framing of marketplace exchanges despite the overwhelming experience of disadvantage faced by women relative to men as a consequence of patriarchal structures. The authors employ feminist perspectives to render visible constructions of power inequities. First, the authors employ a gendered lens to revisit the topics and data in four published papers in the field of subsistence marketplaces, revealing new questions for future research to answer as well as opportunities to reimagine policy responses. Second, they demonstrate how a gendered analysis was conducted in a primary research study with 21 men and women involved in microfinance programs in rural South India. The findings reveal that gender is a social construction that can be “done and undone,” to transform unequal power relations between men and women in subsistence marketplace exchanges. Several implications for theory and marketing practice are then provided.

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Introduction: theorising gender and gendering theory in marketing and consumer research

Cited by 28 publications

References 26 publications

Institutional Logics, Gender, and Advertising Within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity

Institutional Logics, Gender, and Advertising Within a Culture in Transition: Examining Strategies of Advertising Professionals in Turkey for Managing Institutional Complexity

There is no place like home: Poverty and the squatter house

Exploring Subsistence Marketplaces Through a Feminist Perspective

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