Gendering Theory in Marketing and Consumer Research

Zeynep Arsel, Kirsi Eräranta, Johanna Moisander

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English

Routledge
18 October 2018

Gender studies, gender groups; Sociology; Economics; Market research

Series: Key Issues in Marketing Management

Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. 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. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. 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.

Edited by: Zeynep Arsel, Kirsi Eräranta, Johanna Moisander
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm,
Weight: 453g
ISBN: 9780367077075
ISBN 10: 0367077078
Series: Key Issues in Marketing Management
Pages: 212
Publication Date: 18 October 2018
Audience: College/higher education , Primary , A / AS level
Format: Paperback
Publisher's Status: Active

Zeynep Arsel is Research Chair of Consumption and Markets in the John Molson School of Business at Concordia University, Montreal, Canada. Her work broadly covers issues of identity, taste, and place, with a distinct sociological perspective. Kirsi Eräranta is Assistant Professor of Organizational Communication at Aalto University, Finland. Her research interests include the discursive construction of corporate social responsibility, the economization and managerialization of Nordic welfare and gender equality policies, diversity, and work-life balance. Johanna Moisander is Professor of Organizational Communication at Aalto University, Finland. In the area of gender studies, her work has focused on cultural regulation of fatherhood and male parenting, as well as performative identity and resistance in the context of the environmental movement.