Lieven, Theo; Hildebrand, Christian - In: International Marketing Review 33 (2016) 2, pp. 178-195
Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and … nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and …/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on …