Brand-sex as a primary category in brand categorization process

Darpy, Denis; Azar, Salim

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

Type

Communication / Conférence

Date

2008

Conference title

The 4th thought leaders international conference on brand management

Conference date

2008-04

Conference city

Birmingham

Conference country

United Kingdom

Metadata

Show full item record

Author(s)

Darpy, Denis
Dauphine Recherches en Management [DRM]
Azar, Salim

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 / Keywords

Marque; Brand; Gender; Categorization; Etudes du consommateur; Genre; Catégorisation (psychologie); Comportement du consommateur

JEL

M31 - Marketing