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 …

that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis …, definitions are suggested and antecedents of brand sexual associations are studied. Findings have important theoretical and …