Gender Dimensions of Brand Personality

By Bianca Grohmann. 2009

560 citations recorded by the source corpus.

Subfields: Clinical Psychology, Gender Studies, Marketing

View Paper: https://www.semanticscholar.org/paper/aaa3ba6117421f2d3036033407161cfc21b500a3

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Citations in the corpus

Exciting red and competent blue: the importance of color in marketing (2012, background): “Prior literature suggests that brand personality derives from many factors, including brand name, product attributes, advertising, logo, and package design (Batra et al. 1993), though largely without empirical support (cf. Grohmann 2009; Orth and Malkewitz 2008).”
Measuring Tourists’ Emotional Experiences toward Hedonic Holiday Destinations (2010, methodology): “To establish unidimensionality and to further refine the scale, we followed a procedure similar to that of Voss, Spangenberg, and Grohmann (2003) and Grohmann (2009) in their scale development studies.”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, background): “First, future research may establish whether the effects of the congruence described above would be different for male and female respondents and what, if any, would be the degree of difference in effect among these two groups (Grohmann 2009).”
Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “Both genders also prefer brands with personalities that match their own gender identity (Grohmann, 2009).”
Brand personality appeal: conceptualization and empirical validation (2011, methodology): “Consistent with established scale-development procedures (Bearden et al. 2001; Grohmann 2009; Tian et al. 2001), and to ensure that we generated a comprehensive list of BPA items, we also reviewed published scale books and identified other related measures that assess various attitudes, involvement,”
Consumers' perceptions of the dimensions of brand personality (2011, unknown): “feminine personality traits (Grohmann, 2009).”
Brand personality in higher education: anthropomorphized university marketing communications (2017, background): “Brand personality characterizes the brand as if it were a person (Aaker, 1997; Cappara, Barbaranelli, & Guido, 2001; Grohmann, 2009; Phau & Lau, 2001), and is a way to maintain uniqueness by emphasizing psychological values beyond function.”
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, methodology): “Previous research has suggested that strongly gendered brands positively influence the likelihood of recommending the brand to friends and of talking about the experience with the brand to others (Grohmann, 2009).”
Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “…between the brand and the self in terms of personalities (e.g., Fennis & Pruyn, 2007), user or usage congruity (Liu, Li, Mizerski, & Soh, 2012), gender (Grohmann, 2009), reference group identification (e.g., White & Dahl, 2007), and cultural identification (Deshpande, Hoyer, & Donthu, 1986).”
Brand authenticity: An integrative framework and measurement scale (2013, background): “Self-congruence (i.e., the extent to which a consumer perceives a brand to be similar to his or her own self-concept; Malär, Krohmer, Hoyer, & Nyffenegger, 2011), in turn, has been shown to lead to positive consumer responses to a brand (Grohmann, 2009; Malär et al., 2011).”