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dc.contributor.authorDarpy, Denis
dc.contributor.authorAzar, Salim
dc.date.accessioned2009-06-15T10:01:43Z
dc.date.available2009-06-15T10:01:43Z
dc.date.issued2009
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/274
dc.language.isoenen
dc.subjectScale developmenten
dc.subjectBranden
dc.subjectGenreen
dc.subjectMarketingen
dc.subject.ddc658.8en
dc.subject.classificationjelD12en
dc.subject.classificationjelD11en
dc.subject.classificationjelM31en
dc.titleRethinking brand feminine dimension: brand femininity or brand femininities?en
dc.typeCommunication / Conférence
dc.description.abstractenThe 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.en
dc.identifier.citationpages9en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitle38th EMAC Conferenceen
dc.relation.confdate2009-05
dc.relation.confcityNantesen
dc.relation.confcountryFranceen


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