Brand-sex as a primary category in brand categorization process
Darpy, Denis; Azar, Salim (2008), Brand-sex as a primary category in brand categorization process, The 4th thought leaders international conference on brand management, 2008-04, Birmingham, United Kingdom
TypeCommunication / Conférence
Conference titleThe 4th thought leaders international conference on brand management
Conference countryUnited Kingdom
MetadataShow full item record
Dauphine Recherches en Management [DRM]
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.
Subjects / KeywordsMarque; Brand; Gender; Categorization; Etudes du consommateur; Genre; Catégorisation (psychologie); Comportement du consommateur
JELM31 - Marketing
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