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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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

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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

Charade

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

EWER

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退潮

,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

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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

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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

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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

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