Gender markers provide syntactic structure and a categorization schema to language. Brand name gender is a function of both formal, structural aspects of the brand name and semantic properties of the brand's product class. In the formal gender system of Spanish, consistent formal gender marking...

Drawing from both resource-based view and dynamic capabilities theory, this research investigates how customer resources (i.e., knowledge and network size) influence firm performance through marketing program implementation. The current research shows that customer resources are critical to the...