Sökning: "Janine Hem Lee"

Hittade 1 uppsats innehållade orden Janine Hem Lee.

  1. 1. Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Janine Hem Lee; Annett Hellwig; [2011]
    Nyckelord :Gender Marketing; Gendered Products; Product Gender Congruence; Generation Y; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : This study contributes to existing theory by underlining that product brands do have a gender. In addition, the results of this study show that the need for product gender congruence is minimized in Generation Y. LÄS MER