Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was...

The arrival in France of the euro in 2002, and the withdrawal of the franc, have been anticipated within many companies in all operational areas (payroll, billing and accounting for example). As far as price policy is concerned, the company must determine, beyond the compulsory legal conversion,...

Media critics are generally said to be an integral part of the cinema industry, as they influence both the supply (distribution and communication strategies) and demand (consumer's decision process) sides of the market (Debenedetti, 2006). Which lessons can be drawn from past research about...