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The effect of brand gender similarity on brand-alliance fit and purchase intention
Tilburg, Miriam van; Herrmann, Andreas; Grohmann, Bianca; … - In: Marketing : ZFP ; journal of research and management 37 (2015) 1, pp. 5-13
Persistent link: https://www.econbiz.de/10010513971
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Toward an understanding of brand sexual associations
Azar, Salim L. - In: The journal of product & brand management 24 (2015) 1, pp. 43-56
Persistent link: https://www.econbiz.de/10010514487
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Social benefits of brand logos in presentation of self in cross and same gender influence contexts
Lee, Jieun; Ko, Eunju; Megehee, Carol M. - In: Journal of business research : JBR 68 (2015) 6, pp. 1341-1349
Persistent link: https://www.econbiz.de/10010530596
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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
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Consonants in brand names influence brand gender perceptions
Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 101-122
Persistent link: https://www.econbiz.de/10010519627
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Brand personality of Airbnb : application of user involvement and gender differences
Lee, Seunghwan; Kim, Dae-Young - In: Journal of travel and tourism marketing 35 (2018) 1, pp. 32-45
Persistent link: https://www.econbiz.de/10011885886
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Self-esteem's moderation of self-congruity effects on brand loyalty
Brannen, Jane; Frisby, Cynthia M. - In: Theoretical economics letters 7 (2017) 6, pp. 1848-1864
Persistent link: https://www.econbiz.de/10011777327
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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
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One step deeper : gender and congruity in celebrity endorsement
Pradhan, Debasis; Kapoor, Vikram; Moharana, Tapas Ranjan - In: Marketing intelligence & planning 35 (2017) 6, pp. 774-788
Persistent link: https://www.econbiz.de/10011797976
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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