Brand Sex: A Confused Identity Heading Toward Androgyny

Michele Fioroni and Garry Titterton

Chapter Chapter 8 in Brand Storming, 2009, pp 65-73 from Palgrave Macmillan

Abstract: Abstract A brand’s values are strictly correlated to the consumer, reflecting the perception they have developed of themselves. It is almost obvious therefore that these values can take on different connotations depending on the consumer’s gender. In a society where the division of jobs and roles was clearly defined and marked by the relegation of women to only domestic activities, products took on a definite sexual identity.

Keywords: Relational Context; Masculine Identity; Masculine Trait; Modern Woman; Sexual Connotation (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-23351-5_8

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DOI: 10.1007/978-0-230-23351-5_8

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