Similar Search Results

The impact of brand gender on brand equity : findings from a large-scale cross-cultural study in ten countries

Lieven, Theo; Hildebrand, Christian - In: International marketing review 33 (2016) 2, pp. 178-195

Persistent link: https://www.econbiz.de/10011518461

Brand gender : increasing brand equity through brand personality

Lieven, Theo - 2018

Persistent link: https://www.econbiz.de/10011671136

Brand Gender : Increasing Brand Equity through Brand Personality

Lieven, Theo - 2018

This book explores ways to drive and increase a brand’s most important property, its equity. Focussing on gender, the …1. A Brand as a Person -- 2. Gender and Ease of Categorization -- 3. Global Branding with Brand Gender and Brand Equity … -- 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences -- 5. Brand Gender and Equity through Brand Design -- 6 …

Persistent link: https://www.econbiz.de/10012396655

The influences of country and gender on adolescent soccer players' brand perceptions and purchase intentions

Mak, Jennifer; Pifer, N. David; Gulavani, Susmit S.; … - In: International journal of sport management and marketing … 24 (2024) 3/4, pp. 179-198

Persistent link: https://www.econbiz.de/10015441652

Brand and societal effects of using sex in advertisements targeted at adolescents : an experiment-based study

Bains, Karnika; Dewani, Prem Prakash; Jaiswal, Anand Kumar - 2023

Persistent link: https://www.econbiz.de/10014387914

The effect of brand design on brand gender perceptions and brand preference

Lieven, Theo; Grohmann, Bianca; Herrmann, Andreas; … - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 146-169

Persistent link: https://www.econbiz.de/10010519623

The influence of user participation in social media-based brand comunities on brand loyalty : age and gender as moderators

Kamboj, Shampy; Rahman, Zillur - In: The journal of brand management : an international journal 23 (2016) 6, pp. 679-700

Persistent link: https://www.econbiz.de/10011625274

When anthropomorphized brands push their gender boundaries

Yang, Linyun W.; Aggarwal, Pankaj - In: Journal of consumer psychology : JCP ; the official … 35 (2025) 1, pp. 129-138

Persistent link: https://www.econbiz.de/10015358347

Engagement with brand posts on international women's day : an empirical analysis of differences in gender and authenticity

Bravo, Rafael; Pina, José M. - In: International journal of consumer studies 49 (2025) 4, pp. 1-14

Persistent link: https://www.econbiz.de/10015456287

The moderating role of relationship quality in the customer engagement and satisfaction relationship in brand communities : the role of gender

Haverila, Matti J.; Haverila, Kai; McLaughlin, Caitlin - In: International journal of electronic marketing and … 12 (2021) 4, pp. 339-356

Persistent link: https://www.econbiz.de/10012669849