umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
“Gendered digits: A Marketing Opportunity”
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration.
2018 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The following thesis explores a topic mixing different themes. In fact, the researchersexplore the gender affiliated of digits. Following a consistent structure, the aim of theresearch is to show, or not, a gendered affiliation of digits in the marketing field. Underthe assumption that digits have gendered affiliation through cognitive interpretation, thisresearch could take an important place in the naming process of products or brands. Inorder to test the relation between genders and digits, the researchers explore differentgendered dimensions as forms, pronunciation, colors, odd and even digits, etc. Throughqualitative analysis, the researchers try to find a potential relationship between these thetwo main themes: gender and digits. Moreover, in the case where a link is proved, anothertheme will be explained: marketing. Indeed, marketing departments could haveopportunities to target gendered segments through specific numbers. Different researcheshave been done on this topic. However, the researchers still consider the topic like a topicwithout many explorations. In fact, Wilkie and Bodenhausen (2012, 2015) have shown alink between gender and odd versus even numbers with a quantitative research. On thecontrary, this research explores several dimensions through a qualitative exploration.

Place, publisher, year, edition, pages
2018. , p. 63
Keywords [en]
gender, digits, marketing, gender marketing, gendered digits
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-152126OAI: oai:DiVA.org:umu-152126DiVA, id: diva2:1251496
Presentation
2018-05-31, S-304, Umea, 11:00 (English)
Supervisors
Examiners
Available from: 2018-10-01 Created: 2018-09-27 Last updated: 2018-10-01Bibliographically approved

Open Access in DiVA

Gendered digits: A Marketing Opportunity(1097 kB)36 downloads
File information
File name FULLTEXT01.pdfFile size 1097 kBChecksum SHA-512
f79399b38df9f6024631786337eb8b16a586c0f598e63982952e88965b0d51b6e07ead6bbf178b2cb07eba0e0df9faf2c0b8a23dbe939e63c6ac6c4a1011b6d2
Type fulltextMimetype application/pdf

By organisation
Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 36 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 133 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf