Sun, Bongran Lucia - In: Global business and finance review 27 (2022) 2, pp. 14-32
Purpose: This study explored the different perception of Airbnb's brand gender across cultures on the basis of gender … gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences … in perception of Airbnb's brand gender across cultures. Design/methodology/approach: The exploration was conducted by …