Purpose: Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in...

Purpose: This paper aims to address the role of product involvement in the brand preference formation of men and women. Product involvement can be defined as a consumer’s motivation for product purchase that affects their information processing strategies when forming a brand preference (e.g....