Is Nestlé a lady? : the feminine brand name advantage
Year of publication: |
2021
|
---|---|
Authors: | Pogacar, Ruth ; Angle, Justin ; Lowrey, Tina M. ; Shrum, L. J. ; Kardes, Frank R. |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7185, ZDB-ID 2052318-X. - Vol. 85.2021, 6, p. 101-117
|
Subject: | brand attitude choice performance | brand gender | brand name | linguistics | stereotype content model | Markenführung | Brand management | Markenartikel | Brand | Geschlecht | Gender | Linguistik | Linguistics | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |
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