Gendering Theory in Marketing and Consumer Research showcases state-of-the-art scholarship on gender in the field of marketing and consumer research. The book presents seven original contributions by a group of internationally renowned academics, who take up the task of theorising gender and gendering theory in new ways, accommodating recent intersectional, material-discursive, and practice-oriented theorisations. Connecting the study of marketing and consumer behaviour to different theoretical perspectives on gender, the contributors explore and critically examine the gendered nature and dimensions of contemporary marketplace activity. Through innovative conceptual development and insightful empirical analyses, the book offers important scholarly contributions to the literature on gender, marketing, and consumer research, and advances our understanding of gender as lived experience and socially regulated performance. It also frequently employ an intersectionalist perspective, theorising gender as only a part of one’s subject position, which is constituted by mutually reinforcing categories. The book will be essential reading for students, scholars, and practitioners who are interested in the implications and contemporary manifestations of gender as a cultural category in the marketplace. This book was originally published as a special issue of the Journal of Marketing Management.
Introduction: theorizing gender and genderising theory in marketing and consumer research Zeynep Arsel, Kirsi Eräranta and Johanna Moisander
1. The abject single: exploring the gendered experience of singleness in Britain Ai-Ling Lai, Ming Lim and Matthew Higgins
2. Gendered reading of the body in the bed Anu Valtonen and Elina Närvänen
3. Fashionably voluptuous: normative femininity and resistant performative tactics in fatshion blogs Anu A. Harju and Annamari Huovinen
4. Reframing gender and feminist knowledge construction in marketing and consumer research: missing feminisms and the case of men and masculinities Jeff Hearn and Wendy Hein
5. Masculinising domesticity: an investigation of men’s domestic foodwork Marcus Klasson and Sofia Ulver
6. Marketing the female politician: an exploration of gender and appearance Minita Sanghvi and Nancy Hodges
7. Consuming stress: exploring hidden dimensions of consumption-related strain at the intersection of gender and poverty Martina Hutton
8. Towards more marketing research on gender inequality Eileen Fischer
9. Critical visual analysis of gender: reactions and reflections Jonathan E. Schroeder and Janet L. Borgerson
10. Feminism’s fourth wave: a research agenda for marketing and consumer research Pauline Maclaran
11. Judith Butler on performativity and precarity: exploratory thoughts on gender and violence in India Annamma Joy, Russell Belk and Rishi Bhardwaj
The Journal of Marketing Management was founded in 1985 by Michael J. Baker to provide a forum for the exchange of the latest research ideas and best practice in the field of marketing as a whole, in an accessible way.
Currently edited by Mark Tadajewski, the Journal of Marketing Management is the official Journal of the Academy of Marketing, and has a global reputation for publishing path-breaking and original contributions which blend the best of theory and practice. JMM seeks to meet the needs of a wide but sophisticated audience, and includes contributions that further our knowledge of marketing management, as well as research that takes marketing management and the managerial agenda of marketing thought as an object of intellectual scrutiny in its own right. It seeks to meet the needs of a wide but sophisticated audience comprising senior marketing executives and their advisors, senior line managers, teachers and researchers in marketing, and undergraduate and postgraduate students of the subject.
The Key Issues in Marketing Management book series contains a wide range of the journal’s special issues. These special issues are an important contribution to the work of the journal, where leading theoreticians and practitioners bring together articles dedicated to a key topic in the industry. Through publishing these special issues as a series of books, Westburn Publishers and Taylor & Francis hope to allow a wider audience of scholars, students and professionals to engage with the work of the Journal of Marketing Management.