Brand-sex as a primary category in brand categorization process

Denis Darpy and Salim Azar
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Denis Darpy: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Salim Azar: THEMA - Théorie économique, modélisation et applications - UCP - Université de Cergy Pontoise - Université Paris-Seine - CNRS - Centre National de la Recherche Scientifique

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Abstract: 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.

Keywords: Marque; Brand; Gender; Categorization; Etudes du consommateur; Genre; Catégorisation (psychologie); Comportement du consommateur (search for similar items in EconPapers)
Date: 2008-04
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Published in The 4th thought leaders international conference on brand management, Apr 2008, Birmingham, Royaume-Uni

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01517060

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