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| Author: | Tuten, T.L. |
| Title: | The effect of gay-friendly and non-gay-friendly cues on brand attitudes: A comparison of heterosexual and gay/lesbian reactions |
| Journal: | Journal of Marketing Management
2005 : APR, VOL. 21:3-4, p. 441-461 |
| Index terms: | Brand choice Brand loyalty Consumer behaviour Minority groups Strategy |
| Language: | eng |
| Abstract: | This paper examines the responses of gay and heterosexual consumers to gay-friendly and non-gay-friendly cues on brand attitudes. The results obtained by using Rusbult's Investment Model indicate that gay-friendly marketing is a reasonable strategy for brands, because heterosexual consumers reacted neutrally and gay and lesbian customers reacted strongly and positively to gay-friendly cues in brand communication. No evidence for the assumption that pursuing the gay market would come at the expense of a firm's heterosexual market was found. |
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