Conference paper
Supporting the Brand Community: Buying Gay
Proceedings of the 2009 Australian and New Zealand Marketing Academy Conference, pp.1-7
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2009 (Melbourne, Australia, 30-Nov-2009–02-Dec-2009)
Australian and New Zealand Marketing Academy (ANZMAC)
2009
Abstract
The pink dollar market is a lucrative market that many organisations are keen to pursue. Research has shown that the gay community are more likely to purchase from gay owned or gay friendly companies and brands (Kates, 2002). Companies need to know how to market to the gay community besides merely identifying themselves as gay friendly. In understanding the consumers system of values, companies can more effectively deliver the emotional branding and relationship to the gay community. In this paper, data collection involved online interviews with four gay male couples. Findings show that the gay couples will purchase brands that support the gay community if the purchase is equitable in its tangible attributes and benefits.
Details
- Title
- Supporting the Brand Community: Buying Gay
- Authors
- Kelly Choong (Author) - University of the Sunshine Coast - Faculty of Arts and Social Sciences
- Contributors
- D Tojib (Editor)
- Publication details
- Proceedings of the 2009 Australian and New Zealand Marketing Academy Conference, pp.1-7
- Conference details
- Australian & New Zealand Marketing Academy Conference (ANZMAC), 2009 (Melbourne, Australia, 30-Nov-2009–02-Dec-2009)
- Publisher
- Australian and New Zealand Marketing Academy (ANZMAC)
- Date published
- 2009
- ISBN
- 1863081585
- Copyright note
- Copyright © 2009 ANZMAC and the Authors. Reproduced with permission of the copyright holders.
- Organisation Unit
- University of the Sunshine Coast, Queensland; School of Creative Industries - Legacy
- Language
- English
- Record Identifier
- 99449659402621
- Output Type
- Conference paper
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