Premium
Out of the closet and out on the street!: Gay men and their brand relationships
Author(s) -
Kates Steven M.
Publication year - 2000
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(200006)17:6<493::aid-mar4>3.0.co;2-f
Subject(s) - closet , psychology , status quo , resistance (ecology) , brand community , social psychology , advertising , brand awareness , ecology , business , archaeology , biology , economics , market economy , history
The purpose of this article is to report the findings of a study that explored the lived experience and consumer behaviors of 44 gay men. The specific focus is on the brand relationships considered community constructing. Participant observation and long interviews were both used extensively to attain this objective. Various literatures have not fully explored various forms of consumer behavior and their important interrelationships with community and resistance to the sexual status quo . This research illuminates the theoretical relationships between brand relationships in constructing gay community. © 2000 John Wiley & Sons, Inc.