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Brand Communication Based on Brand Gender

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abstract A core task of marketing is the enhancement of brand equity. This is significantly influenced by brand personality. A person's most prominent characteristic is his or her gender. Pronounced masculinity or femininity is perceived as particularly attractive. This article transfers this phenomenon on to brands. First, the determinants that make a brand masculine or feminine are examined. The results of two surveys show that the consistent application of speech, design, and personal communication lead to the desired brand gender, and that the more pronounced the perception of this gender is, the great- er the brand equity.
   
type conference paper (English)
   
keywords Brand Equity – Brand Gender – Brand Communication – Consistent Messages
   
name of conference 41th Annuel Conference EMAC European Marketing Academy 2012 (Lisbon)
date of conference 22-5-2012
title of proceedings Marketing to Citizens: Going beyond Customers and Consumers
volume / edition 1. Auflage 2012
publisher EMAC (BrĂ¼ssel)
ISBN 978-989-732-004-0
review not reviewed
   
citation van Tilburg, M., & Lieven, T. (2012). Brand Communication Based on Brand Gender. In Marketing to Citizens: Going beyond Customers and Consumers, 1. Auflage 2012. BrĂ¼ssel: EMAC. - ISBN 978-989-732-004-0.