TY  - JOUR
AB  - Purpose– The purpose of this paper is to explore the cross‐cultural efficacy of a gender identity scale commonly used in marketing: the shortened version of the Bem Sex Role Inventory (BSRI) measure developed by Barak and Stern, the Gender Trait Index (GTI).Design/methodology/approach– Data were collected in the USA, Mexico, and Norway, and confirmatory factor analysis was used to assess the cross‐cultural equivalence of the GTI.Findings– Configural, metric and partial scalar invariance of a revised 16‐item measure were supported.Originality/value– The validated 16‐item GTI scale will enhance measurement applications and theory building in cross‐cultural research, and further the authors' understanding of the role that gender identity plays in consumer decision making.
VL  - 25
IS  - 3
SN  - 0265-1335
DO  - 10.1108/02651330810877234
UR  - https://doi.org/10.1108/02651330810877234
AU  - Schertzer Susan M.B.
AU  - Laufer Daniel
AU  - Silvera David H.
AU  - Brad McBride J.
PY  - 2008
Y1  - 2008/01/01
TI  - A cross‐cultural validation of a gender role identity scale in marketing
T2  - International Marketing Review
PB  - Emerald Group Publishing Limited
SP  - 312
EP  - 323
Y2  - 2024/04/25
ER  -