Rethinking brand feminine dimension: brand femininity or brand femininities?
Darpy, Denis; Azar, Salim (2009), Rethinking brand feminine dimension: brand femininity or brand femininities?, 38th EMAC Conference, 2009-05, Nantes, France
TypeCommunication / Conférence
Conference title38th EMAC Conference
MetadataShow full item record
Abstract (EN)The aim of this research is to gain a deeper understanding of brand personality by focusing on feminine dimension of brands. Previous research in marketing considered the femininity of brands as a unidimensional construct often opposed to masculinity. Through several studies, we explore the structure and the nature of brand femininity construct. Results indicate that brand femininity is a bi-dimensional construct. A scale reliable and generalizable across product categories’ gender is developed leading to the development of four brand femininity types. To finish, theoretical and managerial implications are discussed.
Subjects / KeywordsScale development; Brand; Genre; Marketing
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