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

Darpy, Denis; Azar, Salim

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

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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