Originality/value: This study complicates theory on the possession-self link to show cases in which that link is broken. Engaging critically with the topic of product gender from a poststructuralist feminist perspective also illustrates how marketing practices may help or harm consumers.
Drake, C. and Radford, S. (2018), "[Softly Assembled] Gender Performance Through Products: Four Practices Responding to Masculine and Feminine Codes in Product Design", Cross, S., Ruvalcaba, C., Venkatesh, A. and Belk, R. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 19), Emerald Publishing Limited, pp. 123-144. https://doi.org/10.1108/S0885-211120180000019008Download as .RIS
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