Steven Kates

The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers

Steven Kates · Journal of Consumer Research · 2002 · 410 citations

Social Sciences, Marketing, Sociology +16

The Dynamics of Brand Legitimacy: An Interpretive Study in the Gay Men's Community: Table 1

Steven Kates · Journal of Consumer Research · 2004 · 373 citations

Business, Marketing, Sexuality Studies +17

When customers get clever: managerial approaches to dealing with creative consumers

Pierre Berthon, Leyland Pitt, Ian P. McCarthy et al. · IRIS - Institutional Research Information System (Libera Università Internazionale degli Studi Sociali Guido Carli) · 2007 · 342 citations

Business, Strategic Management, Strategy +7

The Meanings of Lesbian and Gay Pride Day

Steven Kates, Russell W. Belk · Journal of Contemporary Ethnography · 2001 · 167 citations

Humanities, Marketing, Sexuality Studies +8

Out of the closet and out on the street!: Gay men and their brand relationships

Steven Kates · Psychology and Marketing · 2000 · 115 citations

Humanities, Marketing, Sexuality Studies +15