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Communication Dans Un Congrès Année : 2008

Brand-sex as a primary category in brand categorization process

Résumé

Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand categorization process. The results suggest that brand-sex is a primary category. Moreover, no support to the human sex and gender identity as predictors of brand categorization and sexual perception of brands was provided.
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Dates et versions

hal-01517060 , version 1 (02-05-2017)

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  • HAL Id : hal-01517060 , version 1

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Denis Darpy, Salim Azar. Brand-sex as a primary category in brand categorization process. The 4th thought leaders international conference on brand management, Apr 2008, Birmingham, Royaume-Uni. ⟨hal-01517060⟩
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