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

Beitrag bei einer Tagung
(Konferenzbeitrag)


Details zur Publikation

Autorinnen und Autoren: Haase M, Becker I, Nill A, Shultz II CJ, Gentry JW
Herausgeber: Zwick D., Bonsu S.
Titel Sammelwerk: Proceedings of the 38th Annual Macromarketing Conference (Toronto)
Verlag: Macromarketing Society & York University
Verlagsort: Toronto
Jahr der Veröffentlichung: 2013
Tagungsband: Proceedings of the 38th Annual Macromarketing Conference
Seitenbereich: 271--305
Sprache: Englisch


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-Autorinnen und Autoren / FAU-Herausgeberinnen und Herausgeber

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


Einrichtungen weiterer Autorinnen und Autoren

Loyola University Chicago
University of Nebraska-Lincoln
University of Nevada Las Vegas


Zitierweisen

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.

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Zuletzt aktualisiert 2018-10-08 um 03:57