Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design/methodology/approach...

Attempts to segment the female consumers’ market in Greater China (the People’s Republic of China, Taiwan, and Hong Kong) by employing principal component factor analysis and cluster analysis. Psychographic dimensions were generated and the factor scores were computed and used in cluster...

Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The...

Proposes domain‐specific market segmentation as a promising approach as compared with segmentation based on general or on brand‐specific variables. Treats product differentiation and positioning as the counterpart of market segmentation. The link between market segmentation, on the one hand,...

Driven by changes in the regulatory environment and pressures on product profitability, market segmentation is increasing in importance as a competitive weapon. However, still too much emphasis is being placed on descriptive studies which do not sufficiently explain differences in financial...

A multi‐segmenting methodology is proposed for comparing the segmenting capabilities of segmentation variables and providing complete market segmentation information. Demographic and psychographic variables based on the differentiation of consumer brand preference were used to elicit the...

Zusammenfassung Netzwerke sind ein geeignetes Strukturmuster, um akteursübergreifende Destinationsprodukte zu entwickeln. Die Ausprägungen der Netzwerke beeinflussen dabei den Produktentwicklungsprozess und den Grad der Innovation. Die Besonderheiten wie die große Anzahl von Akteuren, die...