Hess, Alexandra Claudia; Melnyk, Valentyna - In: European Journal of Marketing 50 (2016) 9/10, pp. 1550-1574
Purpose The purpose of this study is to investigate whether, how and why gender cues influence brand perception and … investigate whether gender cues impact brand perception along dimensions of warmth and competence and how other warmth and … competence cues in a consumer environment moderate the effect of gender cues on consumer brand perceptions. Findings Gender cues …
