Brand Sex, Sexual State and Gender: Towards a distinction between three constructs
Salim Azar (salimazar@hotmail.com)
Additional contact information
Salim Azar: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Post-Print from HAL
Abstract:
Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was conducted. The results of this present paper strongly confirm this interpretation and point towards a crucial distinction between those three constructs. Constructs conceptualizations are developed, definitions are suggested and antecedents of brand sexual associations are studied. Findings have important theoretical and managerial implications that are discussed
Keywords: Anthropomorphic view; Brand Management; Brand Personality; Brand Sexual Associations; Consumer Perception; Gender (search for similar items in EconPapers)
Date: 2007-05-24
References: Add references at CitEc
Citations:
Published in 36th European Marketing Conference, May 2007, Reykjavik, Iceland. pp.on CD
There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00170427
Access Statistics for this paper
More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD (hal@ccsd.cnrs.fr).