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Brand-sex as a primary category in brand categorization process

hal.structure.identifierDauphine Recherches en Management [DRM]
dc.contributor.authorDarpy, Denis*
hal.structure.identifier
dc.contributor.authorAzar, Salim*
dc.date.accessioned2009-06-15T12:22:59Z
dc.date.available2009-06-15T12:22:59Z
dc.date.issued2008
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/283
dc.language.isofren
dc.subjectMarqueen
dc.subjectBranden
dc.subjectGenderen
dc.subjectCategorizationen
dc.subjectEtudes du consommateuren
dc.subjectGenreen
dc.subjectCatégorisation (psychologie)en
dc.subjectComportement du consommateuren
dc.subject.ddc658.8en
dc.subject.classificationjelM.M3.M31en
dc.titleBrand-sex as a primary category in brand categorization processen
dc.typeCommunication / Conférence
dc.description.abstractenPrevailing 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.en
dc.description.sponsorshipprivateouien
dc.subject.ddclabelMarketingen
dc.relation.conftitleThe 4th thought leaders international conference on brand managementen
dc.relation.confdate2008-04
dc.relation.confcityBirminghamen
dc.relation.confcountryUnited Kingdomen
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.audienceInternational
dc.relation.Isversionofjnlpeerreviewednon
hal.identifierhal-01517060*
hal.version1*
hal.update.actionupdateMetadata*
hal.author.functionaut
hal.author.functionaut


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