• DOI:10.1080/13527260210145993
Corpus ID: 167941776

The impact of gender in marketing communications: the role of cognitive and affective cues

@article{Ko2002TheIO,
  title={The impact of gender in marketing communications: the role of cognitive and affective cues},
  author={E. Koç},
  journal={Journal of Marketing Communications},
  year={2002},
  volume={8},
  pages={257 - 275}
}

• E. Koç
• Published 2002
• Business
• Journal of Marketing Communications

Turkey This paper explores the role of gender in the processing of the marketing communications messages of travel agencies operating in the Turkish domestic tourism market. The study focuses on the family holiday information search process and particularly investigates how wives and husbands respond to different marketing communications messages and why. By the use of focus group studies and interviews with tourists it is established that, although there are similarities between wives and… Expand