Brand stereotypes : on the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification
Year of publication: |
2024
|
---|---|
Authors: | Delgado-Ballester, Elena ; Fernandez-Sabiote, Estela |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 177.2024, Art.-No. 114635, p. 1-14
|
Subject: | Agentic and communal values | Brand personality | Brand stereotypes | Consumer-brand identification | Feminine | Masculine | Markenimage | Brand image | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Geschlecht | Gender | Persönlichkeitspsychologie | Personality psychology | Markenartikel | Brand |
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