Historical Perspectives on Gender-Based Marketing Strategies

Historical Analysis of Gender-Based Marketing Strategies

Publisher: Emerald Publishing
Submission Deadline: 17 July 2026

Journal: Journal of Historical Research in Marketing

Overview

The evolving landscape of marketing has long been shaped by gender-based strategies that reflect, reinforce, and sometimes challenge societal norms. This special issue invites scholarly contributions that critically examine the historical development, transformation, and impact of gender-based marketing strategies across industries, regions, and time periods.

Understanding how gender has influenced branding, advertising, and consumer behavior is crucial—not only for academic insight but also for shaping more inclusive and ethical marketing practices in the future.

Scope of the Special Issue

This call encourages interdisciplinary research that explores how marketing strategies have historically targeted, represented, and influenced different genders. Submissions may include theoretical, empirical, or comparative studies.

Key themes include:

• Evolution of Gender Roles in Marketing
  Analysis of how gender portrayals in advertisements have changed over decades.

• Stereotyping and Representation
  Examination of traditional vs. modern gender stereotypes in branding and media.

• Consumer Behavior and Gender Identity
  Insights into how gender identity influences purchasing decisions and brand loyalty.

• Intersectionality in Marketing
  The role of race, class, culture, and sexuality alongside gender in marketing strategies.

• Global vs. Local Perspectives
  Comparative studies across different cultural or geographical contexts.

• Digital Transformation and Gender
  Impact of social media, influencer marketing, and AI on gender-based targeting.

Why This Topic Matters

Gender-based marketing has played a powerful role in shaping societal perceptions and consumer identities. While historically rooted in binary and stereotypical frameworks, modern marketing is increasingly moving toward inclusivity and diversity.

This special issue aims to:

• Challenge outdated narratives in marketing practices

• Promote inclusive and ethical advertising strategies

• Provide historical context to contemporary marketing trends

• Encourage critical thinking around gender representation in business

Submission Guidelines

Authors are encouraged to submit original research papers that align with the theme. Submissions should:

• Present clear research objectives and methodologies

• Offer critical analysis and scholarly contribution

• Follow the publisher’s formatting and submission standards

• Be previously unpublished and not under review elsewhere

Who Should Submit

This call is ideal for:

• Academicians and researchers in marketing, sociology, gender studies

• PhD scholars and early-career researchers

• Industry professionals exploring gender dynamics in branding

• Interdisciplinary scholars interested in cultural and social analysis

Important Dates

The historical lens on gender-based marketing offers valuable insights into how businesses have shaped—and been shaped by—societal norms. This special issue provides a platform to critically evaluate these dynamics and contribute to a more inclusive future in marketing.

Researchers are encouraged to seize this opportunity to present impactful work that bridges history, theory, and practice in the context of gender and marketing.

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