Our goal is to understand whether, and under which conditions a customer can feel betrayed by a brand, as it may happen … of norms which are violated by the brand, or company. This research shows that this phenomenon is worth studying since it … both severely and durably weakens the brand image, and may lead to the irrevocable loss of the betrayed consumers. …

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 …

The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of … masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that … brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …

approach to the consistencies of the changes that brands need to address, enabling proactive brand aesthetics management to …

This work aims to understand the consumers’ attitude towards the brand names changes by analysing the brand …-after experimental design on two real brand changes and shows growing brand representation evolution according to the strategies. …