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how can the identity(Gender) affect consumers' behaviors ? like what values, beliefs, and attitudes does this identity entail? How could people signal this identity and

how can the identity(Gender) affect consumers' behaviors ? like what values, beliefs, and attitudes does this identity entail? How could people signal this identity and what are the motivation of signaling? Also, How could business or brands capitalize on this identity? What would be a sustainable business model? What is the potential for building a global brand?

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