Sizes are gendered : the effect of size cues in brand names on brand stereotyping
Kuangjie Zhang, Shaobo (Kevin) Li, Sharon Ng
| Year of publication: |
2022
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|---|---|
| Authors: | Zhang, Kuangjie ; Li, Shaobo ; Ng, Sharon |
| Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 49.2022, 2, p. 252-267
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| Subject: | brand name | semantic size | stereotype | gender association | warmthand competence | Markenartikel | Brand | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Betriebsgröße | Firm size | Markenimage | Brand image | Stereotyp | Stereotype |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1093/jcr/ucab058 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013349043