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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

Type
Communication / Conférence
Date
2008
Titre du colloque
The 4th thought leaders international conference on brand management
Date du colloque
2008-04
Ville du colloque
Birmingham
Pays du colloque
United Kingdom
Métadonnées
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Auteur(s)
Darpy, Denis
Dauphine Recherches en Management [DRM]
Azar, Salim
Résumé (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.
Mots-clés
Marque; Brand; Gender; Categorization; Etudes du consommateur; Genre; Catégorisation (psychologie); Comportement du consommateur
JEL
M31 - Marketing