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: A convenience sample of 355 Hong Kong female secondary school students aged 12 to 19 were asked to answer questions about gender roles and identities, ideal female images, and liking of global brands. A segmentation approach was employed to classify the respondents.
Findings: Four distinct clusters of adolescent girls were identified and profiled. They were Middle of the roaders, Achievers, Conservatives, and Inactives.
Practical implications: Understanding the unique characteristics of the clusters and the similarities and differences among them can enhance the targeting of marketing communication to adolescent girls, including the selection of celebrity presenters and visual images.
Originality/value: This was the first study to segment Chinese adolescent girls using gender roles and ideal female images.
Scopus Subject Areas
- Business and International Management
- Young consumers
- Gender roles
- Global brands
- Market segmentation
- Hong Kong