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This paper proposes a framework for conceptualizing gender-based marketing strategies in emerging markets. The framework considers the inter-relationships between brand personality, consumer personality, and family decision-making, all of which have been extensively discussed in the literature, but which have hitherto not been inter-linked. The brand personality is measured through Aaker’s (1996) scale.  The framework would provide an insight into the feasibility of marketing of products based on gender.

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How to Cite
Krishnaveni S. (2019). A Study on Emerging Markets and Marketing Strategies. Thematics Journal of Geography, 8(12), 1187-1193. Retrieved from