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| Tekijä: | Kates, S.M. |
| Otsikko: | Out of the closet and out on the street!: Gay men and their brand relationships |
| Lehti: | Psychology & Marketing
2000 : JUN, VOL. 17:6, p. 493-513 |
| Asiasana: | Brands Consumer behaviour Social environment |
| Vapaa asiasana: | Sexual orientation |
| Kieli: | eng |
| Tiivistelmä: | 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 spesific focus is on the brand relationships considered community constructing. Various literatures have not fully explored various forms of consumer behavior and their important interrelationships with community and resistance to the sexual status quo. |
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