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Brand Masculinity or Brand Masculinities? Toward a New Brand-Typology

Azar, Salim; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2010

Persistent link: https://www.econbiz.de/10010861572

Brand-sex as a primary category in brand categorization process

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2008

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However …, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore … the importance of brand-sex on consumer’s brand categorization process. The results suggest that brand-sex is a primary …

Persistent link: https://www.econbiz.de/10010905126

New perspectives for brand categorization process: the case of brand-sex

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2008

Persistent link: https://www.econbiz.de/10010905330

Brand Masculinity or Brand Masculinities? Toward a New Brand-Typology

Azar, Salim; Darpy, Denis - Université Paris-Dauphine (Paris IX) - 2009

Persistent link: https://www.econbiz.de/10010708326

Moving beyond binary oppositions: exploring brand sexual associations

Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2008

Persistent link: https://www.econbiz.de/10010708953

Les consommateurs des mondes virtuels : Construction identitaire et expérience de consommation dans Second Life

Parmentier, Guy; Rolland, Sylvie - Université Paris-Dauphine (Paris IX) - 2009

Using virtual worlds, this paper examines the link that exists between individuals and their avatars in terms of identity. The outcomes of the study suggest that virtual worlds and the social and business interactions they offer are tools to build consumer identity. An exploratory qualitative...

Persistent link: https://www.econbiz.de/10010706941