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

  title={The impact of gender in marketing communications: the role of cognitive and affective cues},
  author={Erdoğan Koç},
  journal={Journal of Marketing Communications},
  pages={257 - 275}
  • E. Koç
  • Published 1 December 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… 
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  • E. Koç
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    Journal of Quality Assurance in Hospitality & Tourism
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