Brand Communication Based on Brand Gender
ISBN
978-989-732-004-0
Type
conference paper
Date Issued
2012-05-22
Author(s)
Editor(s)
Paulo, Rita
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.
Language
English
Keywords
Brand Equity - Brand Gender - Brand Communication - Consistent Messages
HSG Classification
contribution to scientific community
Refereed
No
Book title
Marketing to Citizens: Going beyond Customers and Consumers
Publisher
EMAC
Publisher place
Brüssel
Volume
1. Auflage 2012
Event Title
41th Annuel Conference EMAC European Marketing Academy 2012
Event Location
Lisbon
Subject(s)
Division(s)
Eprints ID
210846