Gender in Financial Services Advertising – Issues and Implications (Conference presentation)

Sandhu, N./ Mahajan, R./ Sharma, S.

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dc.contributor.authorSandhu, N.en
dc.contributor.authorMahajan, R.-
dc.contributor.authorSharma, S.-
dc.identifier.citationInternational Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece-
dc.descriptionΆρθρο Συνεδρίου--ΑΤΕΙΘ, 2012-
dc.relation.ispartofInternational Conference on Contemporary Marketing Issues (ICCMI)-
dc.rightsDefault License-
dc.rightsΤο τεκμήριο πιθανώς υπόκειται σε σχετική με τα Πνευματικά Δικαιώματα νομοθεσία-
dc.rightsThis item is probably protected by Copyright Legislation-
dc.subjectfinancial servicesen
dc.subjectΟικονομικές υπηρεσίεςel
dc.titleGender in Financial Services Advertising – Issues and Implicationsen
heal.type.enConference presentationen
heal.recordProviderΣχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεωνel
heal.bibliographicCitationSandhu, 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. 181-186en
heal.abstractThis 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.publisherBucks New Universityen
heal.publisherAlexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketingen
heal.conferenceNameInternational Conference on Contemporary Marketing Issues (ICCMI)en
heal.conferenceItemTypefull paper-
heal.type.elΔημοσίευση σε συνέδριοel
Appears in Collections:ICCMI (2012)

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