Veena Prasad Vemuri

Gender-Based Perceptions in Brand Generalization: Do Male and Female Consumers Differ in Brand Generalization Tendencies?

Veena Prasad Vemuri · South Asian Journal of Social Studies and Economics · 2025

This paper examines the influence of gender roles on consumer brand generalization tendencies across product categories. Gender remains one of the most prevalent and accessible bases for market segmentation. This research gap is particularly significant given the evolving nature...