|fulltext etc.||no fulltext attached|
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)|
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|
|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.|