New perspectives for brand categorization process: the case of brand-sex

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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Keywords: Categorization; Etudes du consommateur; Genre; Brand; Comportement du consommateur (search for similar items in EconPapers)
Date: 2008-05
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Published in 37th EMAC Conference, May 2008, Brighton, United Kingdom

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01517090

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