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New perspectives for brand categorization process: the case of brand-sex

Darpy, Denis; Azar, Salim (2008), New perspectives for brand categorization process: the case of brand-sex, 37th EMAC Conference, 2008-05, Brighton, United Kingdom

Type
Communication / Conférence
Date
2008
Conference title
37th EMAC Conference
Conference date
2008-05
Conference city
Brighton
Conference country
United Kingdom
Metadata
Show full item record
Author(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Azar, Salim
Subjects / Keywords
Categorization; Etudes du consommateur; Genre; Brand; Comportement du consommateur
JEL
M39 - Other
M31 - Marketing

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    Brand Masculinity or Brand Masculinities? Toward a New Brand-Typology 
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    Rethinking brand feminine dimension: brand femininity or brand femininities? 
    Darpy, Denis; Azar, Salim (2009) Communication / Conférence
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