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Brand-sex as a primary category in brand categorization process

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Date
2008
Dewey
Marketing
Sujet
Marque; Brand; Gender; Categorization; Etudes du consommateur; Genre; Catégorisation (psychologie); Comportement du consommateur
JEL code
M.M3.M31
Conference name
The 4th thought leaders international conference on brand management
Conference date
04-2008
Conference city
Birmingham
Conference country
United Kingdom
URI
https://basepub.dauphine.fr/handle/123456789/283
Collections
  • DRM : Publications
Metadata
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Author
Darpy, Denis
1032 Dauphine Recherches en Management [DRM]
Azar, Salim
status unknown
Type
Communication / Conférence
Abstract (EN)
Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand categorization process. The results suggest that brand-sex is a primary category. Moreover, no support to the human sex and gender identity as predictors of brand categorization and sexual perception of brands was provided.

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