ABSTRACT
Gender knowledge construction is a central concern for marketing and consumer research (MCR), as reflected in this special issue. As a construct, gender has often been linked to feminism (Oakley, 1972). However, while research on gender advanced in marketing disciplines, feminism has often become muted, implied or sidelined, despite the opportunities it offers. The fundamental questions this article addresses are how is gender theorised in MCR? And, how do these connect with feminism?
