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Are brands that perform gendered product differentiation perceived as sexist? : an experimental investigation

Caruelle, Delphine - In: The journal of product & brand management 33 (2024) 5, pp. 576-589

Persistent link: https://www.econbiz.de/10015165162

Brand community motives and engagement : the impact of gender

Haverila, Matti; McLaughlin, Caitlin; Haverila, Kai; … - In: Journal of internet commerce 23 (2024) 1, pp. 90-120

Persistent link: https://www.econbiz.de/10014447661

Gendered melancholia as cultural branding : fandom participation in the K-pop community

Oh, Ingyu; Kim, Kyeong-Jun - In: Asia Pacific business review 29 (2023) 5, pp. 1300-1323

Persistent link: https://www.econbiz.de/10014426227

Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising

Kreicbergs, Toms; Ščeulovs, Deniss; Bernovskis, Artūrs - In: Journal of open innovation : technology, market, and … 10 (2024) 1, pp. 1-10

aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine …

Persistent link: https://www.econbiz.de/10014518763

Impact of brand concept and AI agent gender on brand experiences in virtual spaces

Jeon, Joo-Eon - In: Global business and finance review 29 (2024) 4, pp. 123-133

experiences in virtual brand spaces, based on brand concepts and the agent's gender. Design/methodology/approach: To test the … proposed hypotheses, a 2 (Brand Concept: Functional Brand vs. Experiential Brand) × 2 (AI agent's gender: male vs. female … role of the AI agent's gender in enhancing brand experience in virtual spaces was identified. Originality/value: This study …

Persistent link: https://www.econbiz.de/10015056591

Eric is bad, but Erica is worse : greater negativity bias toward female brands

Ozcan, Timucin; Hair, Michael; Hattat, Ahmet M. - In: Journal of marketing theory and practice : JMTP 31 (2023) 3, pp. 300-315

Persistent link: https://www.econbiz.de/10014299428

"Pink is for girls, blue is for boys" exploring brand gender identity in children's clothing, a post-evaluation of British retailer John Lewis

Nash, Jill; Sidhu, Cindy - In: The journal of brand management : an international journal 30 (2023) 5, pp. 381-397

Persistent link: https://www.econbiz.de/10014372584

How brand gender affects consumer preference for sweet food : the role of the association between gender and taste

Ding, Ying; Liu, Yanzheng; Xu, Sunxu - In: Psychology & marketing 41 (2024) 6, pp. 1242-1253

Persistent link: https://www.econbiz.de/10014531210

Brand stereotypes : on the relationships with gendered brand personality and agentic and communal values in fostering Consumer-Brand identification

Delgado-Ballester, Elena; Fernandez-Sabiote, Estela - In: Journal of business research : JBR 177 (2024), pp. 1-14

Persistent link: https://www.econbiz.de/10014550957

Investigating the impact of social media marketing efforts on brand loyalty in South Africa : the moderating role of gender

Ligaraba, Neo - In: African journal of business & economic research : AJBER 19 (2024) 1, pp. 287-308

Persistent link: https://www.econbiz.de/10015044963