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Toward an understanding of brand sexual associations
Azar, Salim L. - In: The journal of product & brand management 24 (2015) 1, pp. 43-56
Persistent link: https://www.econbiz.de/10010514487
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The effect of brand design on brand gender perceptions and brand preference
Lieven, Theo; Grohmann, Bianca; Herrmann, Andreas; … - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 146-169
Persistent link: https://www.econbiz.de/10010519623
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Consonants in brand names influence brand gender perceptions
Guèvremont, Amélie; Grohmann, Bianca - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 101-122
Persistent link: https://www.econbiz.de/10010519627
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The impact of brand gender on brand equity : findings from a large-scale cross-cultural study in ten countries
Lieven, Theo; Hildebrand, Christian - In: International marketing review 33 (2016) 2, pp. 178-195
Persistent link: https://www.econbiz.de/10011518461
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Is Nestlé a lady? : the feminine brand name advantage
Pogacar, Ruth; Angle, Justin; Lowrey, Tina M.; Shrum, L. J. - In: Journal of marketing 85 (2021) 6, pp. 101-117
Persistent link: https://www.econbiz.de/10012662144
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Brand logo and brand gender : examining the effects of natural logo designs and color on brand gender perceptions and affect
Machado, Joana César; Fonseca, Beatriz; Martins, Carla … - In: The journal of brand management : an international journal 28 (2021) 2, pp. 152-170
Persistent link: https://www.econbiz.de/10012487230
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Boys do not cry : the negative effects of brand masculinity on brand emotions
Boeuf, Benjamin - In: Marketing letters : a journal of research in marketing 31 (2020) 2/3, pp. 247-264
Persistent link: https://www.econbiz.de/10012301462
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Brand gender and consumer-based brand equity on Facebook : the mediating role of consumer-brand engagement and brand love
Machado, Joana César; Vacas-de-Carvalho, Leonor; Azar, … - In: Journal of business research : JBR 96 (2019), pp. 376-385
Persistent link: https://www.econbiz.de/10011981098
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Eric is bad, but Erica is worse : greater negativity bias toward female brands
Ozcan, Timucin; Hair, Michael; Hattat, Ahmet M. - In: Journal of marketing theory and practice : JMTP 31 (2023) 3, pp. 300-315
Persistent link: https://www.econbiz.de/10014299428
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Understanding the ties between brand gender and brand engagement in online brand communities : the moderating role of consumers' biological sex
Kumar, Jitender - In: The journal of product & brand management 31 (2022) 5, pp. 761-779
Persistent link: https://www.econbiz.de/10013407533