Advertisement
Published in:
2015 | OriginalPaper | Chapter
Making the Rainbow Connection: Factors Influencing Gay Consumers’ Evaluations of Gay-Friendly Corporate Activities
Author : Gillian Oakenfull
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Industry sources have suggested that gay male and lesbian consumers are extremely loyal to companies that incorporate them in their internal corporate policies and develop gay-oriented marketing practices. However, academic research provides little guidance about factors that may influence the importance that gay consumers’ place on different types of gay-oriented corporate activities with evaluating the "gay-friendliness" of a company. This research explores the influence of gay identity and gender on gay consumers’ perceptions of the gay-friendliness of gay-oriented corporate activities, both internal and external to the firm.