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What's not to like? : negations in brand messages increase consumer engagement
Pezzuti, Todd; Leonhardt, James M. - In: Journal of the Academy of Marketing Science 51 (2023) 3, pp. 675-694
Persistent link: https://www.econbiz.de/10014251257
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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
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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
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Gender identity and brand incongruence : when in doubt, pursue masculinity
Neale, Larry; Robbie, Renee; Martin, Brett - In: Journal of strategic marketing 24 (2016) 5, pp. 347-359
Persistent link: https://www.econbiz.de/10011637329
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Branding beyond the gender binary
Cooke, Angelica; Russell-Bennett, Rebekah; Wang, Di; … - In: Psychology & marketing 39 (2022) 8, pp. 1621-1632
Persistent link: https://www.econbiz.de/10013280177
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Does brand personality vary across retail brands and gender? : an empirical check
Das, Gupta - In: Journal of strategic marketing 23 (2015) 1, pp. 19-32
Persistent link: https://www.econbiz.de/10011297680
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Demographic differences in perceptions of media brand personality : a multilevel analysis
Kim, Danny Da Eun - In: JMM : the international journal on media management 20 (2018) 2, pp. 81-106
Persistent link: https://www.econbiz.de/10011975570
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Moderating role of education and gender on the effects of celebrity endorsement on strength, uniqueness, and favourability in brand association: evidence from India
Saini, Aarti; Parayitam, Satyanarayana - In: Asia-Pacific journal of management research and innovation 16 (2020) 4, pp. 287-308
Persistent link: https://www.econbiz.de/10012586865
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The relationship between brand experience and word-of-mouth in the TV-series sector : the moderating effect of culture and gender
Rojas-Lamorena, Álvaro J.; Alcántara-Pilar, Juan Miguel; … - In: Journal of marketing communications 28 (2022) 5, pp. 506-527
Persistent link: https://www.econbiz.de/10013371044
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The social influences in consumer-brand relationships : the moderating roles of gender and consumer age
Gumparthi, Vivek Pani; Srivastava, Mala - In: Journal of promotion management : innovations in … 30 (2024) 5, pp. 767-810
Persistent link: https://www.econbiz.de/10015049463