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
Titre du colloque38th EMAC Conference
Date du colloque2009-05
Ville du colloqueNantes
Pays du colloqueFrance
MétadonnéesAfficher la notice complète
Résumé (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.
Mots-clésScale development; Brand; Genre; Marketing
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