Gender in Financial Services Advertising – Issues and Implications (Conference presentation)
Sandhu, N./ Mahajan, R./ Sharma, S.
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Sandhu, N. | en |
| dc.contributor.author | Mahajan, R. | - |
| dc.contributor.author | Sharma, S. | - |
| dc.date.accessioned | 2016-05-27T15:47:59Z | - |
| dc.date.available | 2016-05-27T15:47:59Z | - |
| dc.identifier.citation | International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece | - |
| dc.identifier.uri | http://195.251.240.227/jspui/handle/123456789/1209 | - |
| dc.description | Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012 | - |
| dc.format.extent | 486kb | - |
| dc.relation.ispartof | International Conference on Contemporary Marketing Issues (ICCMI) | - |
| dc.rights | Default License | - |
| dc.rights | Το τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία | - |
| dc.rights | This item is probably protected by Copyright Legislation | - |
| dc.source.uri | http://195.251.240.227/jspui/handle/123456789/1176 | - |
| dc.source.uri | http://www.mba.teithe.gr/wp-content/uploads/courses/ICCMI2012CONFERENCEPROCEEDINGS.pdf | - |
| dc.subject | Advertising | en |
| dc.subject | Gender | en |
| dc.subject | financial services | en |
| dc.subject | Διαφημίζω | el |
| dc.subject | Φύλο | el |
| dc.subject | Οικονομικές υπηρεσίες | el |
| dc.title | Gender in Financial Services Advertising – Issues and Implications | en |
| heal.type | conferenceItem | - |
| heal.type.en | Conference presentation | en |
| heal.dateAvailable | 2016-05-27T15:48:59Z | - |
| heal.access | free | - |
| heal.recordProvider | Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων | el |
| heal.publicationDate | 2012-06 | - |
| heal.bibliographicCitation | Sandhu, N., Mahajan, R., Sharma, S., 2012, 'Gender in Financial Services Advertising – Issues and Implications', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 181-186 | en |
| heal.abstract | This study examines the use of gender in television commercials for financial services in India. Sixty-three taped television commercials were content analyzed across four variables – gender of voice-over, gender of dominant product user, gender of dominant character and gender of decision-maker. Two independent coders of different gender coded the commercials. The reliability of coding was established with the help of Perreault and Leigh’s Reliability Index. Gender preference for the male gender was found to exist in all the four variables examined. It is thus recommended that when attempting self-regulation in advertising, gender bias is an important factor to be considered by advertisers and corporate houses. This can be instrumental in serving desirable social and commercial purposes. | en |
| heal.publisher | Bucks New University | en |
| heal.publisher | Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing | en |
| heal.fullTextAvailability | true | - |
| heal.conferenceName | International Conference on Contemporary Marketing Issues (ICCMI) | en |
| heal.conferenceItemType | full paper | - |
| heal.type.el | Δημοσίευση σε συνέδριο | el |
| Appears in Collections: | ICCMI (2012) | |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Mahajan_Sandhu_Sharma_Gender_in_Financial_Services_Advertising.pdf | 485.6 kB | Adobe PDF | View/Open |
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