… Correspondence regarding this article should be sent to: Gillian K. Oakenfull, Department
of Marketing, Richard T. Farmer School of Business, 200 Upham Hall, Miami University, Oxford…

Although marketers generally consider homosexuals to be a desirable market segment,
they are not targeted using mainstream media because it is expected that heterosexuals will …

Although the notion that brand knowledge is organised into networks of brand associations
is well accepted in the branding literature, the question of how brand knowledge structures …

Many marketers have begun to refer to the gay and lesbian consumer market as a “dream
market,” attracted by promises of above-average disposable income and a willingness to …

Background Despite the vast amount of attention that has been paid to the gay market in the
popular press, there appear to be few attempts to apply what is theoretically known about …

Although the notion that brand knowledge is organized into networks of brand associations
is well accepted in the branding literature, the question of how brand knowledge structures …

Rising production costs in the US motion picture industry make overseas markets essential
for movie studios' economic survival. However, movie marketers can rarely build on …

… The Effect of Gender on Gay Consumers’ Perceptions of Gay-Friendliness Gillian K.
Oakenfull Miami University … Oakenfull …

… activities typically employed on LGBT consumers (Oakenfull 2013b.) When evaluating a …
as provision of domestic partner benefits and LGBT nondiscrimination policies (Oakenfull …

In this research, we develop a procedure based on categorization processes that can be
used to identify the key elements of a brand's meaning for purposes of extension. We suggest …