Article2006

Exploring the Importance of Gay‐friendliness and its Socialization Influences

34 citations0/0 files storedJournal of Marketing Communications

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification LGBTQ Health, Identity, and Policy Media, Gender, and Advertising

Abstract

Gay men and lesbian consumers are increasingly representing a desired target audience for brands seeking to build brand loyalty in an under‐tapped market. The existing literature on marketing to gay men and lesbians suggests that brands targeting this market should position themselves as gay‐friendly. Nevertheless, little is known about consumer perceptions of gay‐friendliness, its antecedents or the socialization processes relevant to establishing a brand's gay‐friendly claim. This paper attempts to fill this void by reporting the results of a survey of gay men and lesbian consumers. The survey assessed the factors involved in perceptions of gay‐friendliness, socialization sources and the relationship between gay‐friendly brand claims and attitudes towards the brand.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 34 citations exist upstream.

References

1973The Strength of Weak Ties 1985Economic Action and Social Structure: The Problem of Embeddedness 1995Managing Legitimacy: Strategic and Institutional Approaches 2001Brand Community 1995Subcultures of Consumption: An Ethnography of the New Bikers 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 2002Can Consumers Escape the Market? Emancipatory Illuminations from Burning Man 1978Consumer Socialization: A Theoretical and Empirical Analysis

Cited by

2012What Matters: Factors Influencing Gay Consumers’ Evaluations of “Gay-Friendly” Corporate Activities 2022The impact of LGBT friendliness on sexual minority customers’ perceptions and intentions to stay 2015Rich, lavish and trendy 2019The impact of age on gay consumers’ reaction to the physical and social servicescape in gay bars 2016Gender, Sexism, Sexual Prejudice, and Identification with U.S. Football and Men’s Figure Skating

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.