Sun, Bongran Lucia - In: Global business and finance review 27 (2022) 2, pp. 14-32
Purpose: This study explored the different perception of Airbnb's brand gender across cultures on the basis of gender … and gender identity. Specifically, the objectives of this study are, first, to examine how users perceive Airbnb's brand … gender; second, to explore the effect of gender and gender identity on brand gender; and finally, to observe the differences …