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The effects of gender advertising on brand image: the Malaysian context

It is said that gender advertising has caused construction of gender ideals in our society. It forms what are the acceptable and non acceptable temperaments, abilities, skills, activities and behaviors of both genders. Gender advertising has also helped form a tool in advertising, namely gender targ...

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Bibliographic Details
Main Authors:	Mohd. Helmi Abd. Rahim, Normah Mustaffa, Lee, Sze Mun
Format:	Article
Language:	English
Published:	Universiti Kebangsaan Malaysian 2011
Online Access:	http://journalarticle.ukm.my/2216/ http://journalarticle.ukm.my/2216/1/V27_1_9.pdf

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