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reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns. Design …/methodology/approach – A series of four studies developed and validated a two-factor, five-item measurement scale for brand masculinity using … masculinity is a bi-dimensional construct (i.e. “Male chauvinism” and “Heroic” dimensions). A cluster analysis performed on 45 …
Persistent link: https://www.econbiz.de/10014897244
suggest that femininity is negatively related to the use of influence tactics overall, and this relationship is moderated by … that femininity was negatively related to the use of influence tactics overall, and this relationship was moderated by …
Persistent link: https://www.econbiz.de/10014744802
. The authors draw on the theoretical concept of hegemonic masculinity and emphasized femininity to explain gender variance … pursuing an opportunity in a society that highly values ideologies of hegemonic masculinity and emphasized femininity impacts … also use the WVS to measure the ideologies of hegemonic masculinity and emphasized femininity at the country level. The …
Persistent link: https://www.econbiz.de/10014774399
Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934...
Persistent link: https://www.econbiz.de/10014828412
resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a … brand name. Findings – Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather … than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect …
Persistent link: https://www.econbiz.de/10014723571
color) on brand masculinity and femininity perceptions, consumer preferences and brand equity. Design …/methodology/approach – This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand … brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity …
Persistent link: https://www.econbiz.de/10014724144
Purpose – This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. Design/methodology/approach – An exploratory qualitative analysis based on 18...
Persistent link: https://www.econbiz.de/10014896938
When designing a marketing strategy to recruit females to participate in bodybuilding competitions, marketers should be aware not only of the established motivators inherent in females considering structured recreational activities, but also of the unique motivators for female potential...
Persistent link: https://www.econbiz.de/10014811440
, collectivism, femininity, high uncertainty avoidance, and long‐term orientation, can bring about customer’s repeat purchase …
Persistent link: https://www.econbiz.de/10014692510
and disarticulates femininity, that is to say, how a feminist analysis of monsters may enable but also foreclose a …
Persistent link: https://www.econbiz.de/10014720297