Sun, Bongran Lucia - In: Global Business & Finance Review (GBFR) 27 (2022) 2, pp. 14-32
and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb's brand … gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences … surveys was employed. Data were analyzed by SPSS, AMOS to test hypotheses. Findings: Gender identity fully affected brand …