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Brand sex, sexual state and gender: towards a distinction between three constructs

Azar, Salim (2007), Brand sex, sexual state and gender: towards a distinction between three constructs, 36th Conference of European Marketing Academy, 2007-05, Reykjavik, Islande

Type
Communication / Conférence
Date
2007
Conference title
36th Conference of European Marketing Academy
Conference date
2007-05
Conference city
Reykjavik
Conference country
Islande
Metadata
Show full item record
Author(s)
Azar, Salim
Abstract (EN)
Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was conducted. The results of this present paper strongly confirm this interpretation and point towards a crucial distinction between those three constructs. Constructs conceptualizations are developed, definitions are suggested and antecedents of brand sexual associations are studied. Findings have important theoretical and managerial implications that are discussed.
Subjects / Keywords
Anthromorphic view; Brand sexual associations; Brand personality; Gender; Consumer perception; Brand management
JEL
M31 - Marketing

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