본문 바로가기
KERD
논문KCI 등재

Is there any Difference in the Perception of the Airbnb Brand Gender across Cultures? An Exploration of Gender and Gender Identity

Bongran Lucia Sun
사람과세계경영학회 (People&Global Business Association)|2022.04|Global Business and Finance Review|제27권 제2호|pp. 14-32|DOI Https://doi.org/10.17549/gbfr.2022.27.2.14

1

조회

0

다운로드

3

인용

0

참고문헌

키워드

Gender identityGenderAirbnbCross cultural studyBrand gender personalityGender equality paradox

초록

Purpose: This study explored the different perception of Airbnb's brand gender across cultures on the basis of gender and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb's brand gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences in perception of Airbnb's brand gender across cultures. Design/methodology/approach: The exploration was conducted by comparing two countries with different cultural backgrounds (American vs. Korean). Data was collected in the US and Korea. Amazon Mechanical Turk (Mturk)was used for the US sample. For the Korean sample, a research company specialized in online surveys was employed. Data were analyzed by SPSS, AMOS to test hypotheses. Findings: Gender identity fully affected brand gender for Americans, but for Koreans masculine gender identity (MGI) had an influence on the perception of masculine brand gender personality (MBP) and feminine gender identity (FGI) on the perception of feminine brand gender personality (FBP) only. Further, this study revealed that gender does not play a significant role in the relationship between gender identity and brand gender for the American group, while gender was found to be an important variable moderating the relationships for Koreans. In addition, the study showed that the impact of gender identity on brand gender is greater in the US than in Korea. Research limitations/implications: This study has several limitations. First, this study considered only two countries. More countries from different continents with diverse social backgrounds should be investigated to generalize the study results. Second, gender-related phenomena are multifactorial and involve several variables, including gender attitudes, gender role behaviors, and sexual orientation, therefore, future research may observe other gender-related variables. Third, there are questionable items in the measurement of brand gender. Future research may focus more on addressing this issue in the cross-cultural study of brand gender. Fourth, more in-depth insights into the role of gender identity will result if future research explores the relationship between Aaker's (1997) five brand personalities and gender identity. Finally, this study examined only one brand, Airbnb. Therefore, the results could be difficult to generalize and apply to other brands and industries. Future studies should focus on investigating the relationship between brand gender, identity, and gender in other brands in the hospitality industry. Originality/value: This study is one of few researches investigating the relationships between gender identity, gender, and brand gender across cultures. Therefore, the results of this study are expected to provide novel insights into brand strategies in marketing, both academically and practically, in terms of gender and gender identity market segmentation.

Abstract

Purpose: This study explored the different perception of Airbnb's brand gender across cultures on the basis of gender and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb's brand gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences in perception of Airbnb's brand gender across cultures. Design/methodology/approach: The exploration was conducted by comparing two countries with different cultural backgrounds (American vs. Korean). Data was collected in the US and Korea. Amazon Mechanical Turk (Mturk)was used for the US sample. For the Korean sample, a research company specialized in online surveys was employed. Data were analyzed by SPSS, AMOS to test hypotheses. Findings: Gender identity fully affected brand gender for Americans, but for Koreans masculine gender identity (MGI) had an influence on the perception of masculine brand gender personality (MBP) and feminine gender identity (FGI) on the perception of feminine brand gender personality (FBP) only. Further, this study revealed that gender does not play a significant role in the relationship between gender identity and brand gender for the American group, while gender was found to be an important variable moderating the relationships for Koreans. In addition, the study showed that the impact of gender identity on brand gender is greater in the US than in Korea. Research limitations/implications: This study has several limitations. First, this study considered only two countries. More countries from different continents with diverse social backgrounds should be investigated to generalize the study results. Second, gender-related phenomena are multifactorial and involve several variables, including gender attitudes, gender role behaviors, and sexual orientation, therefore, future research may observe other gender-related variables. Third, there are questionable items in the measurement of brand gender. Future research may focus more on addressing this issue in the cross-cultural study of brand gender. Fourth, more in-depth insights into the role of gender identity will result if future research explores the relationship between Aaker's (1997) five brand personalities and gender identity. Finally, this study examined only one brand, Airbnb. Therefore, the results could be difficult to generalize and apply to other brands and industries. Future studies should focus on investigating the relationship between brand gender, identity, and gender in other brands in the hospitality industry. Originality/value: This study is one of few researches investigating the relationships between gender identity, gender, and brand gender across cultures. Therefore, the results of this study are expected to provide novel insights into brand strategies in marketing, both academically and practically, in terms of gender and gender identity market segmentation.

참고문헌 (127)

  1. Aaker, D. A., "Measuring brand equity across products and markets", California Management Review, 38(3), pp.102~120 (1996)
  2. Aaker, J. L., "Dimensions of brand personality", Journal of Marketing Research, 34(3), pp.347~356 (1997)
  3. Akyunus, M., "Age and sex differences in basic personality traits and interpersonal problems across young adulthood", Current Psychology, 40(5), pp.1~10 (2021)
  4. Sex-typed product images: The effects of sex, sex role self-concept and measurement implications, "Allison, N. K.", ACR North American Advances, ~ (1980)
  5. Amaro, S., "Millenials'intentions to book on Airbnb", Current Issues in Tourism, 22(18), pp.2284~2298 (2019)
  6. Anders, S. M., "Are gonadal steroids linked with orgasm perceptions and sexual assertiveness in women and men?", Hormones and Behavior, 56, pp.206~213 (2009)
  7. Andreu, L., "Airbnb research: an analysis in tourism and hospitality journals", International Journal of Culture, Tourism and Hospitality Research, 14(1), pp.2~20 (2020)
  8. Arnold, K. A., "Sex differences and information processing: Implications for marketing on the Internet", American Marketing Association. Conference Proceedings, 12, pp.357~ (2001), American Marketing Association
  9. Azar, S. L., "Brand genderbending:The impact of an endorsed brand strategy on consumers' evaluation of gendered mixed-target brands", European Journal of Marketing, 52(7-8), pp.1598~1624 (2018)
  10. Bandura, A., "On broadening the cognitive, motivational, and sociostructural scope of theorizing about gender development and functioning: comment on Martin, Ruble, and Szkrybalo (2002)", Psychological Bulletin, 13(5), pp.691~701 (2004)
  11. Baumgartner, H., "Toward a personology of the consumer", Journal of Consumer Research, 29(2), pp.286~292 (2002)
  12. Barber, N., "Wine consumers information search : Gender differences and implications for the hospitality industry", Tourism and Hospitality Research, 9(3), pp.250~269 (2009)
  13. Bem, S. L., "The measurement of psychological androgyny", Journal of Consulting and Clinical Psychology, 42(2), pp.155~ (1974)
  14. Biel, A. L., "How brand image drives brand equity", Journal of Advertising Research, 32(6), pp.6~12 (1992)
  15. Brislin, R. W., "Field methods in cross-cultural Psychology" (1986), Sage
  16. Brough, A. R., "Is eco-friendly unmanly? The green-feminine stereotype and its effect on sustainable consumption", Journal of Consumer Research, 43(4), pp.567~582 (2016)
  17. Byrne, B. M., "Structural equation modeling with LISREL, PRELIS, and SIMPLIS: Basic concepts, applications, and programming" (2013), Psychology Press
  18. Calder, B. J., "Interpersonal influence on consumer behavior : An attribution theory approach", Journal of Consumer Research, 4(1), pp.29~38 (1977)
  19. Carver, L. F., "Gender differences: Examination of the 12-item Bem Sex Role Inventory (BSRI-12) in an older Brazilian population", PloS One, 8(10), pp.e76356~ (2013)
  20. Cha, J., "Customers' perceptions in value and food safety on customer satisfaction and loyalty in restaurant environments : moderating roles of gender and restaurant types", Journal of Quality Assurance in Hospitality & Tourism, 20(2), pp.143~161 (2019)
  21. Cheng, M., "What do Airbnb users care about? An analysis of online review comments", International Journal of Hospitality Management, 76, pp.58~70 (2019)
  22. Choi, Y. G., "Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: an empirical study of coffeehouse brands", 16th Graduate Students Research Conference (2011)
  23. Connolly, F. F., "Does gender equality cause gender differences in values? Reassessing the gender-equality-personality paradox", Sex Roles, 83(1), pp.101~113 (2019)
  24. Costa Jr, P. T., "Gender differences in personality traits across cultures:robust and surprising findings", Journal of Personality and Social Psychology, 81(2), pp.322~331 (2001)
  25. Dogru, T., "The effects of Airbnb on hotel performance:Evidence from cities beyond the United States", Tourism Management, 79, pp.104090~ (2020)
  26. Eisend, M., "Brand personality:A meta-analytic review of antecedents and consequences", Marketing Letters, 24(3), pp.205~216 (2013)
  27. Ellemers, N., "Gender stereotypes", Annual Review of Psychology, 69, pp.275~298 (2018)
  28. Falk, A., "Relationship of gender differences in preferences to economic development and gender equality", Science, 362(6412) (2018)
  29. Farmaki, A., "A Lefebvrian analysis of Airbnb space", Annals of Tourism Research, 80, pp.102806~ (2020)
  30. Feingold, A., "Gender differences in personality : a meta-analysis", Psychological Bulletin, 116(3), pp.429~456 (1994)
  31. Fischer, E., "More than a labor of love : Gender roles and Christmas gift shopping", Journal of Consumer Research, 17(3), pp.333~345 (1990)
  32. Fischer, E., "Sex, gender identity, gender role attitudes, and consumer behavior", Psychology &Marketing, 11(2), pp.163~182 (1994)
  33. Fournier, S., "Consumers and their brands : Developing relationship theory in consumer research", Journal of Consumer Research, 24(4), pp.343~373 (1998)
  34. Fornell, C., "Structural equation models with unobservable variables and measurement error : Algebra and statistics", Journal of Marketing Research, 18(3), pp.382~388 (1981)
  35. Freimuth, M. J., "A critical examination of the concept of gender", Sex Roles, 8(5), pp.515~532 (1982)
  36. Freling, T. H., "An empirical analysis of the brand personality effect", Journal of Product &Brand Management, 14(7), pp.404~413 (2005)
  37. Ghorbani, H., "The study impact of consumer personality traits on brand personality and brand loyalty (Case Study: product group of Isfahan Iran Khodro)", International Journal of Academic Research in Business and Social Sciences, 4(1), pp.371~385 (2014)
  38. Gil, J., "The professionalization of Airbnb in Madrid: Far from a collaborative economy", Current Issues in Tourism, pp.1~20 (2020)[DOI]
  39. Guttentag, D., "Airbnb: disruptive innovation and the rise of an informal tourism accommodation sector", Current issues in Tourism, 18(12), pp.1192~1217 (2015)
  40. Guttentag, D., "Progress on Airbnb: a literature review", Journal of Hospitality and Tourism Technology, 4(10), pp.814~844 (2019)
  41. Guttentag, D., "Why tourists choose Airbnb : A motivation-based segmentation study", Journal of Travel Research, 57(3), pp.342~359 (2018)
  42. Grohmann, B., "Gender dimensions of brand personality", Journal of Marketing Research, 46(1), pp.105~119 (2009)
  43. Haigood, T. L., "The brand personality effect: an empirical investigation", American Marketing Association. Conference Proceedings, 10, pp.149~ (1999), American Marketing Association
  44. Haig, D., "The inexorable rise of gender and the decline of sex: Social change in academic titles, 1945-2001", Archives of Sexual Behavior, 33(2), pp.87~96 (2004)
  45. Hair, J. F., "Multivariate data analysis" (2006), Prentice hall
  46. Halpern, D. F., "Sex differences in cognitive abilities" (2013), Psychology press
  47. Han, H., "Product performance and its role in airline image generation and customer retention processes: Gender difference", Journal of Travel & Tourism Marketing, 36(4), pp.536~548 (2019)
  48. Harman, H. H., "Modern Factor Analysis" (1967), University of Chicago Press
  49. Huertas, A., "Treatment of the Airbnb controversy by the press", International Journal of Hospitality Management, 95, pp.102762~ (2021)
  50. Hyde, J. S., "The gender similarities hypothesis", American Psychologist, 60(6), pp.581~591 (2005)
  51. Hyde, J. S., "The future of sex and gender in psychology : Five challenges to the gender binary", American Psychologist, 74(2), pp.171~193 (2019)
  52. Jun, S. H., "The effects of perceived risk, brand credibility and past experience on purchase intention in the Airbnb context", Sustainability, 12(12), pp.5212~ (2020)[DOI]
  53. Kaiser, T., "Global sex differences in personality : Replication with an open online dataset", Journal of Personality, 88(3), pp.415~429 (2020)
  54. Gender differences in information processing confidence in an advertising context: A preliminary study, "Kempf, D. S.", ACR North American Advances, ~ (1997)
  55. 김지현, "한국 단축형 성역할 척도(KSRI-SF; Korean Sex Role Inventory-Short Form) 타당화 연구", 상담학연구, 17(1), pp.125~147 (2016), 한국상담학회[DOI]
  56. Kim, J., "Impacts of temporal and gender difference on hotel selection process", Journal of Hospitality Marketing & Management, 27(6), pp.711~732 (2018)
  57. Kim, B. P., "An Exploratory Study of Local Organizations' Conference Choice Factors", Journal of Hospitality Marketing & Management, 19(5), pp.503~513 (2010)
  58. Kim, D. Y., "Gender differences in online travel information search : Implications for marketing communications on the internet", Tourism Management, 28(2), pp.423~433 (2007)
  59. Kim, D., "The effects of customers' perceptions of brand personality in casual theme restaurants", International Journal of Hospitality Management, 30(2), pp.448~458 (2011)
  60. Kim, E. E. K., "Effects of gender and expertise on consumers' motivation to read online hotel reviews", Cornell Hospitality Quarterly, 52(2), pp.399~406 (2011)
  61. Kim, D., "The effects of cognitive, affective, and sensory attributes on hotel choice", International Journal of Hospitality Management, 35, pp.246~257 (2013)
  62. Lee, J. -S., "Examining antecedents and consequences of brand personality in the upper-upscale business hotel segment", Journal of Travel & Tourism Marketing, 27(2), pp.132~145 (2010)
  63. Lee, Y. K., "Family restaurant brand personality and its impact on customer's emotion, satisfaction, and brand loyalty", Journal of Hospitality &Tourism Research, 33(3), pp.305~328 (2009)
  64. Jung-Yong Lee, "The Effect of Sponsor’s Brand on Consumer–Brand Relationship in Sport Sponsorship", Global Business and Finance Review, 24(1), pp.27~43 (2019), 사람과세계경영학회[DOI]
  65. Lee, S., "Brand personality of Airbnb:application of user involvement and gender differences", Journal of Travel & Tourism Marketing, 35(1), pp.32~45 (2018)
  66. Levy, S. J, "Symbols for sale", Harvard business review, ~ (1959)
  67. Li, X., "Hotel brand personality and brand loyalty : an affective, conative and behavioral perspective", Journal of Hospitality Marketing & Management, 29(5), pp.550~570 (2020)
  68. Li, X., "Differentiating with brand personality in economy hotel segment", Journal of Vacation Marketing, 20(4), pp.323~333 (2014)
  69. Liang, L. J., "Exploring the relationship between satisfaction, trust and switching intention, repurchase intention in the context of Airbnb", International Journal of Hospitality Management, 69, pp.41~48 (2018)
  70. Li, J., "Exploring the customer experience with Airbnb", International Journal of Culture, Tourism and Hospitality Research, 13(4), pp.410~429 (2019)
  71. Lieven, T., "The effect of brand gender on brand equity", Psychology and Marketing, 31(5), pp.371~385 (2014)
  72. Lieven, T., "The impact of brand gender on brand equity", International Marketing Review, 33(2), pp.178~195 (2016)
  73. Lin, L. Y., "The relationship of consumer personality trait, brand personality and brand loyalty : an empirical study of toys and video games buyers", Journal of Product &Brand Management, 19(1), pp.4~17 (2010)
  74. Lin, Y. C., "Effects of the big five brand personality dimensions on repurchase intentions:Using branded coffee chains as examples", Journal of Foodservice Business Research, 15(1), pp.1~18 (2012)
  75. Lippa, R. A., "Gender, nature, and nurture" (2005), Lawrence Erlbaum
  76. Lippa, R. A., "Sex differences in personality traits and gender-related occupational preferences across 53nations : Testing evolutionary and social-environmental theories", Archives of Sexual Behavior, 39(3), pp.619~636 (2010)
  77. Liu, S. Q., "Airbnb : Online targeted advertising, sense of power, and consumer decisions", International Journal of Hospitality Management, 60, pp.33~41 (2017)
  78. Machado, J. C., "Brand logo and brand gender : examining the effects of natural logo designs and color on brand gender perceptions and affect", Journal of Brand Management, 28(2), pp.152~170 (2021)
  79. Machado, J. C., "Brand gender and consumer-based brand equity on Facebook : The mediating role of consumer-brand engagement and brand love", Journal of Business Research, 96, pp.376~385 (2019)
  80. MacGiolla, E., "Sex differences in personality are larger in gender equal countries : Replicating and extending a surprising finding", International Journal of Psychology, 54(6), pp.705~711 (2019)
  81. McCracken, G., "Who is the celebrity endorser? Cultural foundations of the endorsement process", Journal of Consumer Research, 16(3), pp.310~321 (1989)
  82. McCrae, R. R., "Universal features of personality traits from the observer's perspective : data from 50 cultures", Journal of Personality and Social Psychology, 88(3), pp.547~561 (2005)
  83. Meng, F., "Measuring tourist satisfaction by attribute and motivation : The case of a nature-based resort", Journal of Vacation Marketing, 14(1), pp.41~56 (2008)
  84. Meyers-Levy, J., "Revisiting gender differences : What we know and what lies ahead", Journal of Consumer Psychology, 25(1), pp.129~149 (2015)
  85. Mody, M., "Consumption authenticity in the accommodations industry : the keys to brand love and brand loyalty for hotels and Airbnb", Journal of Travel Research, 59(1), pp.173~189 (2020)
  86. Muehlenhard, C. L., "Distinguishing between sex and gender : History, current conceptualizations, and implications", Sex Roles, 64(11), pp.791~803 (2011)
  87. Mulyanegara, R. C., "The Big Five and brand personality : Investigating the impact of consumer personality on preferences towards particular brand personality", Journal of brand management, 16(4), pp.234~247 (2009)
  88. Murase, H., "An examination of the differences in restaurant brand personality across cultures", Journal of Hospitality & Leisure Marketing, 11(2-3), pp.97~113 (2004)
  89. Murphy, S. A., "International comparison of gender differences in the five-factor model of personality : An investigation across 105 countries", Journal of Research in Personality, 90, pp.104047~ (2021)
  90. Neale, L., "Gender identity and brand incongruence : When in doubt, pursue masculinity", Journal of Strategic Marketing, 24(5), pp.347~359 (2016)
  91. Nickel, K., "Designing for the genders : The role of visual harmony", International Journal of Research in Marketing, 37(4), pp.697~713 (2020)
  92. Palan, K. M., "Gender identity in consumer behavior research : A literature review and research agenda", Academy of Marketing Science Review, 10, pp.1~31 (2001)
  93. Peco-Torres, F., "Brand personality in cultural tourism through social media", Tourism Review, 76(1), pp.164~183 (2020)
  94. Phua, V. C, "Perceiving Airbnb as sharing economy : the issue of trust in using Airbnb", Current Issues in Tourism, 22(17), pp.2051~2055 (2019)
  95. Piacentini, M., "Symbolic consumption in teenagers' clothing choices", Journal of Consumer Behaviour : An International Research Review, 3(3), pp.251~262 (2004)
  96. Piedmont, R. L., "The revised NEO Personality Inventory: Clinical and research applications" (1998), Springer
  97. Pinna, M., "Do gender identities of femininity and masculinity affect the intention to buy ethical products?", Psychology & Marketing, 37(3), pp.384~397 (2020)
  98. Podsakoff, P. M., "Common method biases in behavioral research:a critical review of the literature and recommended remedies", J. Pyshcolol, 88(5), pp.879~903 (2003)
  99. Qualls, W. J., "Household decision behavior : The impact of husbands' and wives' sex role orientation", Journal of Consumer Research, 14(2), pp.264~279 (1987)
  100. Ramkissoon, H., "More than just biological sex differences : Examining the structural relationship between gender identity and information search behavior", Journal of Hospitality & Tourism Research, 36(2), pp.191~215 (2012)
  101. Ranson, P., ""Please tidy up before leaving": nudging Airbnb guests toward altruistic behavior", International Journal of Culture, Tourism and Hospitality Research, 13(4), pp.524~530 (2019)
  102. Rup, B. K., "Role of biological sex and gender roles on perceived brand personality", International Journal of Knowledge-based and Intelligent Engineering Systems, 22(4), pp.231~237 (2018)
  103. Schmitt, D. P., "Why can't a man be more like a woman? Sex differences in Big Five personality traits across 55 cultures", Journal of Personality and Social Psychology, 94(1), pp.168~182 (2008)
  104. Siguaw, J. A., "The brandpersonality scale : An application for restaurants", Cornell Hotel and Restaurant Administration Quarterly, 40(3), pp.48~55 (1999)
  105. Sirgy, M. J., "Using self-congruity and ideal congruity to predict purchase motivation", Journal of Business Research, 13(3), pp.195~206 (1985)
  106. So, K. K. F., "What makes Airbnb experiences enjoyable? The effects of environmental stimuli on perceived enjoyment and repurchase intention", Journal of Travel Research, 60(5), pp.1018~1038 (2021)
  107. Sop, S. A., "Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty", Journal of Hospitality Marketing & Management, 28(8), pp.926~956 (2019)
  108. South, S. C., "Sex differences in the Big Five model personality traits: A behavior genetics exploration", Journal of Research in Personality, 74, pp.158~165 (2018)
  109. Spence, J. T., "Gender, power, and communication in human relationships", pp.105~140 (1995), Lawrence Erlbaum
  110. Sthapit, E., "Spillover effect, positive emotions and savouring processes : Airbnb guests' perspective", Anatolia, 32(1), pp.33~45 (2021)
  111. Stoet, G., "The gender-equality paradox in science, technology, engineering, and mathematics education", Psychological Science, 29(4), pp.581~593 (2018)
  112. Su, N., "Effects of brand personality dimensions on consumers' perceived self-image congruity and functional congruity with hotel brands", International Journal of Hospitality Management, 66, pp.1~12 (2017)
  113. Suki, N. M, "Moderating role of gender in the relationship between hotel service quality dimensions and tourist satisfaction", Journal of Quality Assurance in Hospitality &Tourism, 15(1), pp.44~62 (2014)
  114. Sung, Y., "Brand personality structures in the United States and Korea : Common and culturespecific factors", Journal of Consumer Psychology, 15(4), pp.334~350 (2005)
  115. Till, B. D., "Conditioning of meaning in advertising : Brand gender perception effects", Journal of Current Issues & Research in Advertising, 23(2), pp.1~8 (2001)
  116. Tran, X., "Hotel brand personality and brand quality", Journal of Vacation Marketing, 19(4), pp.329~341 (2013)
  117. Ulrich, I., "The effect of consumer multifactorial gender and biological sex on the evaluation of cross-gender brand extensions", Psychology and Marketing, 30(9), pp.794~810 (2013)
  118. Ugolini, M. M., "Services branding : is it a matter of gender", The TQM Journal, 26(1), pp.75~87 (2014)
  119. I Putu Utama, "The Role of Traditional Product Development in Building Relationship Quality and its Impact on Resort Hotel Brand Loyalty", Global Business and Finance Review, 24(1), pp.44~58 (2019), 사람과세계경영학회[DOI]
  120. Vacas de Carvalho, L., "Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects", Journal of Marketing Management, 36(11-12), pp.1125~1152 (2020)
  121. Weisberg, Y. J., "Gender differences in personality across the ten aspects of the Big Five", Frontiers in Psychology, 2 (2011)[DOI]
  122. Wood, W., "Handbook of individual differences in social behavior", pp.109~125 (2009), Guilford
  123. 양장애, "Sex Role Identity by Gender & Socioeconomic Status and the Association with Academic Performance: A Comparison of American and Korean Student Groups", InternationalJournalofHumanEcology, 10(2), pp.79~85 (2009), 대한가정학회
  124. Ye, L., "Gender identity: does it matter for consumers' perceptions?", Journal of Business Diversity, 12(3), pp.81~92 (2012)
  125. Yoder, J., "Women and gender: Transforming psychology", pp.2003, Pearson
  126. Zervas, G., "A first look at online reputation on Airbnb, where every stay is above average", Marketing Letters, 32(1), pp.1~16 (2021)
  127. Zhang, Z., "Gender difference in restaurant online booking timing and the moderating effects of sell-out risk and information type", Journal of Electronic Commerce Research, 19(3), pp.266~279 (2018)

관련 논문AI추천

How gender suggestive tourism brands influence consumers’ purchase intentionLiu Honglei, Liu Lanqiao, Xu Daoming, Zhang Xiaorong한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2025 · 제35권 제2호The effect of equity initiatives by gendered brandsBoman Laura, Hewage Ganga S. Urumutta, Nelson Dolph F.한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2024 · 제34권 제1호Impact of Brand Concept and AI Agent Gender on Brand Experiences in Virtual SpacesJoo-Eon Jeon사람과세계경영학회 · Global Business and Finance Review2024 · 제29권 제4호소비자의 성역할과 크로스젠더 브랜드 확장 평가김준석, 김현철한국소비문화학회 · 소비문화연구2016 · 제19권 제4호남성의 젠더(Gender) 정체성, 브랜드 젠더, 판매원의 성이 패션 브랜드 태도에 미치는 영향김정목, 허유진, 황선진복식문화학회 · 복식문화연구2014 · 제22권 제1호A Cultural Comparison of Sex Role Identity and Attitude toward Grooming and Recreational Apparel Shopping Behavior among Male Consumers이윤정, 이재일한국의류산업학회 · 한국의류산업학회지2013 · 제15권 제4호

이 간행물의 다른 논문 (5건)

Comparison of Perceptions of Wellness Tourism in Korea Before and After COVID-19: Results of Social Big Data Analysis안갑수, 한장헌pp. 1-13The Perceptions of Students, The Hospitality and Tourism Industry, and Tourism Polytechnics on Internships during the COVID-19 PandemicNi Made Suastini, Ni Nyoman Sukerti, I Gusti Agung Made Wirautama, Irene Hanna H. Sihombingpp. 33-47Understanding Restaurant Customers' Environmental Behavior in the Social Media Context: An Application of Theory of Planned Behavior장윤정pp. 48-60A Review of Forecasting Studies for the Restaurant Industry: Focusing on results, contributions and limitations누루라인, 최정길, 장예위pp. 61-77Ownership Identity and Role of Nonprofit and For-Profit Hospitals황석준, 이건형, 박종선, 민병희pp. 78-91
원문 보기