Gender Stereotypes in Marketing Communications of Alcohol Brands

Final qualifying work on the topic "Gender stereotypes in the marketing communications of alcohol brands." Contains: text pages - 63, attachments - 9, literature sources - 58. Keywords: gender stereotypes, marketing communications of alcohol brands, stereotypical thinking, brand personality, gender neutrality. Research object - marketing communications of alcohol brands The subject of the research is the perception of gender-oriented elements of marketing communications by consumers when choosing alcohol brands. The aim of the study is to analyze the comparison of the elements of marketing communication of alcohol brands with the gender stereotypical thinking of consumers, when they are perceived. The theoretical study was carried out using the analysis of information obtained from the used literature sources. The case study was conducted using quantitative and qualitative research methods that include an online survey and 10 in-depth interviews. The research carried out has a number of practical perspectives. When forming a marketing communications strategy for promoting alcoholic brands, as well as when developing methods for distributing alcoholic brand products among consumers, taking into account the research results.