Lee, Kyuho; Madanoglu, Melih; Henson, Steve W.; Ko, Jae-Youn - In: International Journal of Wine Business Research 31 (2019) 3, pp. 303-326
Purpose: Confucian philosophy emphasizes gender roles that place significant restrictions on the consumption of non-traditional products. The authors use wine to advance our understanding of how South Korean female consumers have established a new female gender role and identity by adopting new...