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Brand Communication Based on Brand Gender

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abstract 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 greater the brand equity.
   
type conference paper (Deutsch)
   
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 (Brüssel)
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. Brüssel: EMAC. - ISBN 978-989-732-004-0.