作者: Nausea 時(shí)間: 2025-3-22 00:08
978-3-319-86809-7The Editor(s) (if applicable) and The Author(s) 2018作者: cinder 時(shí)間: 2025-3-22 02:32
Theo LievenEnhances the brand personality equity model to include cross-cultural applicability.Discusses and seeks to define the terms ‘brand personality‘ and ‘brand equity‘.Establishes the link between a straig作者: grieve 時(shí)間: 2025-3-22 07:05 作者: 只有 時(shí)間: 2025-3-22 12:21 作者: 任命 時(shí)間: 2025-3-22 15:08 作者: 安心地散步 時(shí)間: 2025-3-22 19:05 作者: 強(qiáng)行引入 時(shí)間: 2025-3-22 22:12 作者: FAWN 時(shí)間: 2025-3-23 05:25
Yoshiyuki Kawazoe,Ryunosuke Notes Aaker and Joachimsthaler’s (Harvard Business Review 137–144, 1999) suggestion that global firms assess brand equity by assessing brand personality. The rationale behind the implementation of brand gender is the universality of gender perceptions. Psychologists sometimes assume that all cultures pe作者: landfill 時(shí)間: 2025-3-23 07:19
Kaolin group and related silicates,ne, masculine, and undifferentiated. Katz (The social psychology of female–male relations, Academic Press, Orlando, pp. 21–67, 1986) confirmed that an androgynous correlation has numerous benefits, such as increased adaptability to ambiguous settings. Likewise, a study by Bem (Journal of Consulting 作者: poliosis 時(shí)間: 2025-3-23 12:23
Chlorites and related silicates, products, the assessment process primarily involved analyzing brand design elements, such as logos, brand names, type fonts, and colors. Evolutionary psychology offers evidence of the impact of masculine or feminine names, shapes, and colors. This chapter similarly found that brand names impacted p作者: Allergic 時(shí)間: 2025-3-23 16:19
https://doi.org/10.1007/978-3-540-71211-4asculine brand, while Edely, which has two front vowels, was created to represent the feminine brand. A bold type font was used for the masculine brand, and Edely was written in a slender and rounded font. The masculine brand’s color was blue, and the feminine brand’s color was bright pink. To demon作者: Root494 時(shí)間: 2025-3-23 18:51
Chlorites and related silicates,y follows the gender of a specific product category. For example, since cars are a “men’s thing,” it could be trivial to argue that a car brand is masculine. However, it has been argued that even within a masculine product category (e.g., cars), brand gender can vary (e.g., the French Citroen DS was作者: 全部逛商店 時(shí)間: 2025-3-24 00:03
Serpentines and related silicates,ary psychology, it is assumed that products with slim proportions, round shapes, or curvy lines will increase perceptions of femininity, while products with bulky proportions, angular shapes, or straight lines will increase perceptions of masculinity. Regarding color, products with lighter tones, mo作者: 閑蕩 時(shí)間: 2025-3-24 04:14
https://doi.org/10.1007/978-3-540-71211-4mployees and brands maximizes positive brand perception. This assumption was tested in several studies. One used fictitious brands to avoid bias effects from famous and well-known brands. It became apparent that female SPs were chosen more frequently for feminine products and male SPs were chosen mo作者: 享樂(lè)主義者 時(shí)間: 2025-3-24 07:45 作者: Countermand 時(shí)間: 2025-3-24 13:13
Kaolin group and related silicates,oach. Standard procedures use statistical methods (e.g., factor analysis) at a very early stage and determine the final composition of the scale ex post by eliminating traits that do not “behave” well. The widespread practice of the post hoc reduction of traits is frequently criticized. Exploratory 作者: hereditary 時(shí)間: 2025-3-24 18:14
https://doi.org/10.1007/978-3-540-71211-4ns, such as missing invariance, particularly in cross-cultural studies, and common method or common source biases. Respective tests support the assumption that the global data were form-, metric-, and scalar-invariant, providing evidence that the model measured gender and equity consistently across 作者: BUCK 時(shí)間: 2025-3-24 21:26
A Brand as a Person,humankind has tried to explain inanimate phenomena through human characteristics, using such phrasings as the . mountain, the . engine, or the . fragrance. However, such practices go beyond single traits. Complete constructs can also be created through the simultaneous application of several human f作者: jarring 時(shí)間: 2025-3-25 00:36 作者: Prostatism 時(shí)間: 2025-3-25 06:38 作者: Vasoconstrictor 時(shí)間: 2025-3-25 09:11
,Androgyny, Consumers’ Biological Sex, and Cultural Differences,ne, masculine, and undifferentiated. Katz (The social psychology of female–male relations, Academic Press, Orlando, pp. 21–67, 1986) confirmed that an androgynous correlation has numerous benefits, such as increased adaptability to ambiguous settings. Likewise, a study by Bem (Journal of Consulting 作者: BOAST 時(shí)間: 2025-3-25 12:59
Brand Gender and Equity Through Brand Design, products, the assessment process primarily involved analyzing brand design elements, such as logos, brand names, type fonts, and colors. Evolutionary psychology offers evidence of the impact of masculine or feminine names, shapes, and colors. This chapter similarly found that brand names impacted p作者: 領(lǐng)導(dǎo)權(quán) 時(shí)間: 2025-3-25 19:10 作者: Coronary 時(shí)間: 2025-3-26 00:02
The Independent Gender Effects of Logo, Product, and Brand,y follows the gender of a specific product category. For example, since cars are a “men’s thing,” it could be trivial to argue that a car brand is masculine. However, it has been argued that even within a masculine product category (e.g., cars), brand gender can vary (e.g., the French Citroen DS was作者: 沐浴 時(shí)間: 2025-3-26 00:53
Product Gender and Product Evaluation,ary psychology, it is assumed that products with slim proportions, round shapes, or curvy lines will increase perceptions of femininity, while products with bulky proportions, angular shapes, or straight lines will increase perceptions of masculinity. Regarding color, products with lighter tones, mo作者: packet 時(shí)間: 2025-3-26 06:10 作者: 無(wú)表情 時(shí)間: 2025-3-26 11:31 作者: cultivated 時(shí)間: 2025-3-26 12:37 作者: 含鐵 時(shí)間: 2025-3-26 16:47
,The Effect of Brand Gender on Brand Equity—A Simple Fallacy?,ns, such as missing invariance, particularly in cross-cultural studies, and common method or common source biases. Respective tests support the assumption that the global data were form-, metric-, and scalar-invariant, providing evidence that the model measured gender and equity consistently across 作者: entitle 時(shí)間: 2025-3-26 22:42
Book 2018rs which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model..作者: Aspirin 時(shí)間: 2025-3-27 01:45 作者: HEDGE 時(shí)間: 2025-3-27 05:46 作者: 俗艷 時(shí)間: 2025-3-27 10:15 作者: FRAUD 時(shí)間: 2025-3-27 14:36
A Brand as a Person, 12 traits loading on two obvious factors: femininity and masculinity. This two-dimensional structure enabled categorization into four genders: androgynous, feminine, masculine, and undifferentiated. The positive influence of gender on positive evaluations is justified by the physical attractiveness作者: stratum-corneum 時(shí)間: 2025-3-27 18:46
Gender and Ease of Categorization, the participants did not know anything about the brands’ genders, feminine portraits tended to be assigned to feminine brands, and vice versa for masculine portraits. Moreover, highly feminine and highly masculine brands were more likely to be classified with highly sex-typed images. When responden作者: 反話(huà) 時(shí)間: 2025-3-27 23:24
Global Branding with Brand Gender and Brand Equity,, Germany, Russia, and Sweden) to produce a sample of countries constituting more than 50% of the global population. Confirmatory factor analyses showed that the model was valid and reliable in all countries. Gender and equity scores differed widely due to culturally dependent response styles; howev作者: 火花 時(shí)間: 2025-3-28 04:04 作者: 感染 時(shí)間: 2025-3-28 06:30
Brand Gender and Equity Through Brand Design,fected perceived femininity and masculinity, such that lighter (i.e., pink/red) colors increased perceived femininity and darker colors increased perceived masculinity. Regarding the logo only, shape was found to impact perceived brand femininity and masculinity, such that heavier and highly angular作者: Vulnerable 時(shí)間: 2025-3-28 12:50 作者: esoteric 時(shí)間: 2025-3-28 15:37
The Independent Gender Effects of Logo, Product, and Brand,y. Although product categories contribute to perceived gender by building gender classes, brand genders themselves vary significantly within these classes, such that a brand within a masculine product category may be perceived as more feminine than a brand within a feminine product category. The equ作者: Scintigraphy 時(shí)間: 2025-3-28 20:01
Product Gender and Product Evaluation,to be perceived as more masculine. Furthermore, products that are more strongly gendered (i.e., more masculine or more feminine) are expected to elicit more positive affective attitudes and higher aesthetic value, to be perceived as more functional, and to receive higher purchase intent ratings than作者: Charade 時(shí)間: 2025-3-29 01:48
Salesperson Gender Follows Brand Gender,ing the brands as androgynous, feminine, masculine, or undifferentiated resulted in respondents choosing the most attractive SP for the androgynous brands. Female participants showed balanced choice behavior across task and social attractiveness. Male participants, however, preferred male SPs who we作者: EWER 時(shí)間: 2025-3-29 06:56 作者: Vasodilation 時(shí)間: 2025-3-29 07:15 作者: 退潮 時(shí)間: 2025-3-29 13:05
,The Effect of Brand Gender on Brand Equity—A Simple Fallacy?,ation between gender and equity could, in fact, be an invalid artifact. Several sophisticated tests provided evidence that such a common source bias could be widely excluded. Finally, for the first time, the claim that the assignment of human personality traits to brands is appropriate only if the p作者: 強(qiáng)制性 時(shí)間: 2025-3-29 17:06
https://doi.org/10.1007/978-3-642-58218-9 12 traits loading on two obvious factors: femininity and masculinity. This two-dimensional structure enabled categorization into four genders: androgynous, feminine, masculine, and undifferentiated. The positive influence of gender on positive evaluations is justified by the physical attractiveness作者: 不能仁慈 時(shí)間: 2025-3-29 21:48
https://doi.org/10.1007/978-3-642-58218-9 the participants did not know anything about the brands’ genders, feminine portraits tended to be assigned to feminine brands, and vice versa for masculine portraits. Moreover, highly feminine and highly masculine brands were more likely to be classified with highly sex-typed images. When responden作者: glans-penis 時(shí)間: 2025-3-30 01:22
Yoshiyuki Kawazoe,Ryunosuke Note, Germany, Russia, and Sweden) to produce a sample of countries constituting more than 50% of the global population. Confirmatory factor analyses showed that the model was valid and reliable in all countries. Gender and equity scores differed widely due to culturally dependent response styles; howev作者: frivolous 時(shí)間: 2025-3-30 06:37 作者: Pericarditis 時(shí)間: 2025-3-30 08:22
Chlorites and related silicates,fected perceived femininity and masculinity, such that lighter (i.e., pink/red) colors increased perceived femininity and darker colors increased perceived masculinity. Regarding the logo only, shape was found to impact perceived brand femininity and masculinity, such that heavier and highly angular
