Titlebook: Brand Gender; Increasing Brand Equ Theo Lieven Book 2018 The Editor(s) (if applicable) and The Author(s) 2018 Brand Equity.Brand Gender.Per

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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..

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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

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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

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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

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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

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