Sökning: "Viktoria Turujlija"

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  1. 1. Challenging The Binary Conversation Around Hair Care: A quantitative study on how gender-neutral marketing can be used for gender-specific brands in the hair care industry.

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Viktoria Turujlija; Lia Ogbazion; [2020]
    Nyckelord :Gender-neutral marketing; Advertising; Hair care; Brand extensions; Gender stereotypes;

    Sammanfattning : The purpose of this thesis is to examine the effects of gender-neutral brand extensions for masculine and feminine brands by using gender-neutral marketing. We also provide a definition of gender-neutral marketing and put gender-neutrality in a brand extension context. LÄS MER