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Can dissimilarity in product category be an opportunity for cross-gender brand extension?
Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; … - In: Journal of business research : JBR 135 (2021), pp. 348-357
Persistent link: https://www.econbiz.de/10012647876
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Luxury brands in the digital age : perceived quality and gender difference
Kim, Jung-Hwan - In: The international review of retail, distribution and … 30 (2020) 1, pp. 68-85
Persistent link: https://www.econbiz.de/10012209756
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Boys do not cry : the negative effects of brand masculinity on brand emotions
Boeuf, Benjamin - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 247-264
Persistent link: https://www.econbiz.de/10012301462
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Bridging the gap between brand gender and brand loyalty on social media : exploring the mediating effects
Vacas-de-Carvalho, Leonor; Azar, Salim L.; Machado, … - In: Journal of marketing management : JMM ; journal of the … 36 (2020) 11/12, pp. 1125-1152
Persistent link: https://www.econbiz.de/10012395429
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Warmth effect in advertising : the effect of male endorsers' warmth on brand attitude
Zhang, Hongxia; Zheng, Xiaoying; Zhang, Xuan - In: International journal of advertising : the review of … 39 (2020) 8, pp. 1228-1251
Persistent link: https://www.econbiz.de/10012395653
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Stay close but not too close : the role of similarity in the cross-gender extension of patronymic brands
Ulrich, Isabelle; Azar, Salim L.; Aimé, Isabelle - In: Journal of business research : JBR 120 (2020), pp. 157-174
Persistent link: https://www.econbiz.de/10012417111
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Women are more likely to buy unknown brands than men : the effects of gender and known versus unknown brands on purchase intentions
Karpinska-Krakowiak, Malgorzata - In: Journal of retailing and consumer services 58 (2021), pp. 1-9
Persistent link: https://www.econbiz.de/10012430636
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Is Nestlé a lady? : the feminine brand name advantage
Pogacar, Ruth; Angle, Justin; Lowrey, Tina M.; Shrum, L. J. - In: Journal of marketing 85 (2021) 6, pp. 101-117
Persistent link: https://www.econbiz.de/10012662144
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The relationship between consumers' characteristics and the expectations towards a brand's value
Rzemieniak, Magdalena; Wyrwisz, Joanna; Toborek, Katarzyn - In: European research studies 24 (2021) 2, pp. 264-277
Persistent link: https://www.econbiz.de/10012663879
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Towards a new framework for mapping service brand avoidance : the moderating effect of gender and generation cohorts
Gilal, Faheem Gul; Memon, Amjad Ali; Gilal, Rukhsana Gul; … - In: International journal of information systems and change … 12 (2020) 2, pp. 119-145
Persistent link: https://www.econbiz.de/10012598806