Purpose: Mixed-target brands with strong gender identities, whether it be feminine or masculine, are not always successful at targeting both men and women, particularly in symbolic product categories. While attempting to maximize their sales for both targets, managers often struggle to...

Purpose – This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a 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...

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...