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Defending the Markers of Masculinity : Consumer Resistance to Brand Gender-Bending

Avery, Jill - 2012

perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand … as a masculine marker, and reifies particular definitions of masculinity in the community …

Persistent link: https://www.econbiz.de/10014047861

Just print it! : the effects of self-printing a product on consumers' product evaluations and perceived ownership

Wiecek, Annika; Wentzel, Daniel; Erkin, Aras - In: Journal of the Academy of Marketing Science 48 (2020) 4, pp. 795-811

Persistent link: https://www.econbiz.de/10012293337

Bridging brand parity with insights regarding consumer behavior

Turunç, Ömer; Karayalçin, Cem - In: Economics : the open-access, open-assessment journal 18 (2024) 1, pp. 1-10

Previous research has investigated some of the relationships among brand parity (BP), brand image (BI), brand satisfaction (BS), and brand loyalty (BL). However, there is not a model investigating all of them in a single conceptual model. Based on information processing theory, the first aim of...

Persistent link: https://www.econbiz.de/10014495906

Hold the line! : exploring the brand community coping process

Weijo, Henri; Rintamäki, Jukka - 2014

Persistent link: https://www.econbiz.de/10010475689

Brand tourists : how non-core users enhance the brand image by eliciting pride

Bellezza, Silvia; Keinan, Anat - In: Journal of consumer research : JCR ; an … 41 (2014/15) 2, pp. 397-417

Persistent link: https://www.econbiz.de/10010401128

Defending the markers of masculinity : consumer resistance to brand gender-bending

Avery, Jill - In: International journal of research in marketing : IJRM ; … 29 (2012) 4, pp. 322-336

Persistent link: https://www.econbiz.de/10009684920

Attachment, identification, and loyalty : examining mediating mechanisms across brand and brand community contexts

Hung, Hsiu-Yu - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 594-614

Persistent link: https://www.econbiz.de/10010462630

Investigating brand community engagement and evangelistic tendencies on social media

Sharma, Purvendu; Sadh, Ashish; Billore, Aditya; … - In: The journal of product & brand management 31 (2022) 1, pp. 16-28

Persistent link: https://www.econbiz.de/10012798126

Community members' perception of brand community character : construction and validation of a new scale

Relling, Marleen; Schnittka, Oliver; Ringle, Christian M.; … - In: Journal of interactive marketing : a quarterly … 36 (2016), pp. 107-120

Persistent link: https://www.econbiz.de/10011616011

Does gamification affect brand engagement and equity? : a study in online brand communities

Xi, Nannan; Hamari, Juho - In: Journal of business research : JBR 109 (2020), pp. 449-460

Persistent link: https://www.econbiz.de/10012238105

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