Sizes are gendered : the effect of size cues in brand names on brand stereotyping
Year of publication: |
2022
|
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Authors: | Zhang, Kuangjie ; Li, Shaobo ; Ng, Sharon |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary journal. - Oxford : Oxford Univ. Press, ISSN 1537-5277, ZDB-ID 2063374-9. - Vol. 49.2022, 2, p. 252-267
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Subject: | brand name | semantic size | stereotype | gender association | warmthand competence | Markenartikel | Brand | Geschlecht | Gender | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Betriebsgröße | Firm size | Experiment |
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