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Full-Text Articles in Social and Behavioral Sciences
Reconceptualizing The Role Of Essentialism In Attitudes Toward Gays And Lesbians: The Intersection Of Gender And Sexual Orientation, Vanessa Hettinger
Reconceptualizing The Role Of Essentialism In Attitudes Toward Gays And Lesbians: The Intersection Of Gender And Sexual Orientation, Vanessa Hettinger
USF Tampa Graduate Theses and Dissertations
Social psychology researchers have become increasingly interested in the role of essentialist beliefs in predicting attitudes toward social groups. However, there is little agreement about what the term actually means, whether it means different things for different groups, what endorsement of essentialism (or its sub-components) means for attitudes, and how much this varies depending on the relevant social context. This underlying lack of clarity helps to explain some of the difficulty in understanding the relationships between essentialist beliefs about sexual orientation and attitudes toward gay men and lesbians. In the current project, I suggest a fundamental shift in the approach …
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
USF Tampa Graduate Theses and Dissertations
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …