Darpy, Denis; Azar, Salim - Université Paris-Dauphine (Paris IX) - 2009
masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that … brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to … brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is …