Milner, Laura M.; Fodness, Dale - In: International Marketing Review 13 (1996) 4, pp. 40-51
Investigates whether the Chinese perceive products to possess gender and whether these perceptions are based on who … perceive many products to have gender. For those products which are clearly sex‐typed, the primary determinant of these … implications regarding how to use these cues in creating and/or avoiding gender images of products. …