The Relevance of Male Breadwinner Ideology for the Analysis and Design of Marketing Systems

Conference contribution
(Conference Contribution)


Publication Details

Author(s): Haase M, Becker I, Nill A, Shultz II CJ, Gentry JW
Editor(s): Zwick D., Bonsu S.
Title edited volumes: Proceedings of the 38th Annual Macromarketing Conference (Toronto)
Publisher: Macromarketing Society & York University
Publishing place: Toronto
Publication year: 2013
Conference Proceedings Title: Proceedings of the 38th Annual Macromarketing Conference
Pages range: 271--305
Language: English


Abstract


This paper continues and extends available work in macromarketing on the male breadwinner ideology (Nill and Shultz 2010). “Male breadwinning” designates the effects of shared and overlapping ideologies and thus also patterns of marketing systems. Like institutions, ideologies are both restrictions and enabler for market processes. Ideologies influence the economic organization and thus type and number of relationships in marketing systems. Our paper wants to contribute to the development of measures which can inform the private as well as public decision-making units about the ideologies available in actual as well as potential marketing systems and the influence they might have on the demand for particular offerings. Based on a qualitative pre-study, the paper develops a Male Breadwinning Model and conducts a vignette analysis in Southern Germany. First results of the vignette study are included.



FAU Authors / FAU Editors

Becker, Ingrid
Institut für Wirtschaftswissenschaft
Haase, Michaela Prof. Dr.
Professur für Allgemeine Betriebswirtschaftslehre


How to cite

APA:
Haase, M., Becker, I., Nill, A., Shultz II, C.J., & Gentry, J.W. (2013). The Relevance of Male Breadwinner Ideology for the Analysis and Design of Marketing Systems. In Zwick D., Bonsu S. (Eds.), Proceedings of the 38th Annual Macromarketing Conference (pp. 271--305). Toronto: Macromarketing Society & York University.

MLA:
Haase, Michaela, et al. "The Relevance of Male Breadwinner Ideology for the Analysis and Design of Marketing Systems." Proceedings of the 38th Annual Macromarketing Conference Ed. Zwick D., Bonsu S., Toronto: Macromarketing Society & York University, 2013. 271--305.

BibTeX: 

Last updated on 2018-19-04 at 03:12