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Toward an understanding of brand sexual associations

Author

Listed:
  • Salim Azar

    (CY - CY Cergy Paris Université)

Abstract

Purpose – This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. Design/methodology/approach – An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise. Findings – The results of this paper strongly confirm that a brand is perceived by consumers as having a sex, a gender and a sexual orientation. These findings point toward a crucial distinction between these three constructs. Construct conceptualizations are developed and definitions are suggested. Nine antecedents for brand sexual associations are studied. Research limitations/implications – French subjects constitute the sample. Future studies might investigate the transferability of our results to other cultures. The three constructs broadens the existing brand-as-a-person metaphor and brand gender literature. Practical implications – Managers need to consider the construction of their brands' sexual identities, namely, the sexual associations that brand strategists desire to create and maintain. The study of the antecedents of brand sexual associations provides brand managers the opportunity to manage actively those specific types of associations. Originality/value – This research contributes to the brand-as-a-person metaphor and to the brand gender literature with new insights about the nature and structure of brand sexual associations. This paper moves the conceptualization of these constructs forward.

Suggested Citation

  • Salim Azar, 2015. "Toward an understanding of brand sexual associations," Post-Print hal-03065868, HAL.
  • Handle: RePEc:hal:journl:hal-03065868
    DOI: 10.1108/JPBM-05-2014-0607
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    Citations

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    Cited by:

    1. Farmaki, Anna & Olya, Hossein & Taheri, Babak, 2021. "Unpacking the complex interactions among customers in online fan pages," Journal of Business Research, Elsevier, vol. 125(C), pages 164-176.
    2. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    3. Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.
    4. Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.
    5. Klaus Heine & Glyn Atwal & Sandrine Crener-Ricard & Michel Phan, 2018. "Personality-driven luxury brand management," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 474-487, September.
    6. Nathalie Veg-Sala, 2017. "The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations," Post-Print hal-01735491, HAL.
    7. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    8. Isabelle Ulrich & Salim Azar & Isabelle Aimé, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Post-Print hal-03065882, HAL.

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