… 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 …

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 …