Azar, Salim L.; Aimé, Isabelle; Ulrich, Isabelle - In: European Journal of Marketing 52 (2018) 7/8, pp. 1598-1624
Purpose: Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to...