consumer behavior and decision-making regarding brand preferences and purchasing choices, tailoring to heterogeneous consumer strata, gender marketing social marketing.

Friedmann, E., & Lowengart, O. (2013). Gender differences in the effects of a product's utilities and identity consumption on purchase intentions. Journal of Business and Management, 19(2), 5-‏19. (2 Citations; C)

Segal-Engelchin, D., Friedmann, E., and Cwikel, J. G. (2014). The contribution of parental smoking history and socio-demographic factors to the smoking behavior of Israeli women. Psychology, Health & Medicine, 19(6), 625-634.

Friedmann, E. and Lowengart, O. (2016). The effect of gender differences on the choice of banking services. Journal of Service Science and Management, 9, 361-377.

Friedmann, E., and Lowengart, O. (2018). The context of choice as boundary condition for gender differences in brand choice considerations. European Journal of Marketing, 52(5/6), 1280-1304.

Friedmann, E., and Bruller, D. (2018). Is stereotypical gender targeting effective for increasing service choice? Journal of Retailing and Consumer Services, 44, 35-44.

Friedmann, E. (2018). Increasing women’s participation in the STEM industry: A first step for developing a social marketing strategy. Journal of Social Marketing, 8(4), 442-460.

Friedmann, E., and Lowengart, O. (2019). Gender segmentation to increase brand preference? The role of product involvement‏, Journal of Product & Brand Management, 28(3), 408-420.

Cwikel, J., and Friedmann, E. (2019). E-therapy and social work practice: Benefits, barriers, and training. International Social Work, https://doi.org/10.1177/0020872819847747

Publications in the media:

Vegardian, T.N. (2019). A stove for women, a vehicle for men: Britain has put an end to advertising stereotypes - and what in Israel? The Marker. Retrieved from:
https://www.themarker.com/amp/advertising/.premium-1.6883371.

Toker, A., and Friedmann, E. (2019). Characteristics of physicians' use of instant messaging software in the clinical work and its implications. Retrieved from:
http://www.themedical.co.il/Article.aspx?f=12&s=2&id=4566&fbclid=IwAR04PKOIrD-DSWQVegYANY7ajPvsMaFwLr5ZhPQIkWxLEF3FS3lzvoz7p_w

Enav Friedmann is a lecturer in Business Administration in BGU since 2020. She finished her B.A in behavioral sciences in 2001,She graduated her M.B.A in 2006 with honors and finished her P.hd in 2014 in the field of business administration with a specialization in marketing. All three degrees are from BGU. She was a faculty member at Bar-Ilan University since 2015-2019. During 2019, she was a visiting scholar in the faculty of management at Ca' Foscari University in Venice, Italy. Her research fields are consumer behavior, gender marketing and social marketing.