Main Article Content
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.