Document Type

Journal Article

Department/Unit

Department of Communication Studies

Language

English

Abstract

Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables.

Design/methodology/approach – A convenience sample of 355 Hong Kong female secondary school students aged 12 to 19 were asked to answer questions about gender roles and identities, ideal female images, and liking of global brands. A segmentation approach was employed to classify the respondents.

Findings – Four distinct clusters of adolescent girls were identified and profiled. They were Middle of the roaders, Achievers, Conservatives, and Inactives.

Practical implications – Understanding the unique characteristics of the clusters and the similarities and differences among them can enhance the targeting of marketing communication to adolescent girls, including the selection of celebrity presenters and visual images.

Originality/value – This was the first study to segment Chinese adolescent girls using gender roles and ideal female images.

Keywords

Segmentation, Psychographics, Young consumers, Gender roles, Global brands, Market segmentation, Hong Kong

Publication Date

10-2012

Source Publication Title

Journal of Consumer Marketing

Volume

29

Issue

7

Start Page

521

End Page

531

Publisher

Emerald

Peer Reviewed

1

DOI

10.1108/07363761211275027

Link to Publisher's Edition

https://dx.doi.org/10.1108/07363761211275027

ISSN (print)

07363761

Included in

Marketing Commons

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