Sex matters: The Effect of Brand Gender on Brand Equity

By Theo Lieven, Andreas Herrmann, Jan R. Landwehr, M. V. Tilburg. 2011

89 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/3522c531346128cf69401f6c357f164219b2bda3

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

1. Ana Raquel André
2. Leonor Vacas-de-Carvalho
3. Barbara Dos Santos
4. Salim L. Azar
5. Joana César Machado

Citations in the corpus

• Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, methodology): “” We tend to perceive gender as two independent dimensions, MBP and FBP, resulting in brand profiles that might be masculine (high in masculinity and low in femininity), feminine (high in femininity and low in masculinity), undifferentiated (low in masculinity and in femininity) or androgynous (high”