Gender Stereotypes in Marketing Communications of Alcohol Brands

The final qualifying paper on the topic “Gender stereotypes in marketing communications of alcohol brands” includes 76 pages, 1 table, 71 sources of references, 4 applications. Keywords: gender stereotypes, marketing communication, brand communication, brand identity, alcohol brands. The object of this study is the elements of the marketing communication of alcohol brands. The subject of research - the perception of elements of marketing communication in terms of gender stereotypes The purpose of the study is to analyze the comparable elements of marketing communication of alcohol brands, taking into account the main stereotypes in accordance with the perception of consumers. Theoretical and methodological research Empirical research was carried out using a qualitative online survey and 10 in-depth semi-structured interviews. This study contributes to the brand personality literature by studying the size of masculinity and femininity in the context of the marketing communications of alcohol brands.