The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations
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DOI: 10.15640/jmm.v5n2a6
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735491
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References listed on IDEAS
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Cited by:
- Delgado-Ballester, Elena & Fernandez-Sabiote, Estela, 2024. "Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification," Journal of Business Research, Elsevier, vol. 177(C).
- 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.
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More about this item
Keywords
Cross-gender extension; perceived fit; direction of cross-gender extension; gender; stereotypes;All these keywords.
NEP fields
This paper has been announced in the following NEP Reports:- NEP-HME-2018-04-16 (Heterodox Microeconomics)
- NEP-IPR-2018-04-16 (Intellectual Property Rights)
- NEP-MKT-2018-04-16 (Marketing)
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