Year: 2010
Type: conference-paper
Abstract: The pink dollar market is a highly lucrative strategic target audience that commercial organisations seek, given its growing population and disposable income. However traditional marketing segmentation variables are unlikely to be effective as the key differential lies in that of the lifestyle and perceived values held by the market. This may include a brand's recognition of gay culture or support of gay rights issues. In addition some organisations may be concerned that appealing to the gay market may alienate the heterosexual market. This paper aims to discuss the use of cryptic marketing as a strategic approach to target the pink dollar market and possible abandonment by non-gay consumers who do not want to be associated with a 'gay brand'.
Author: Choong, Kelly
Institution: University of Canberra
Language: English
Subfield: Marketing
Domain: Social Sciences
SDG: Reduced inequalities
Open Access status: green
OpenAlex ID: W2562061068