Construct · 1 fields · 1 citations

brand gender: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Branding

the masculine and feminine personality traits consumers attribute to a brand.

In branding, brand gender refers to the masculine and feminine personality traits consumers attribute to a brand. This meaning comes from Grohmann (2009) in Journal of Marketing Research.[1]

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Nearby constructs

attribute3 fields · 5 citationsjingle · one word, three constructs gender3 fields · 7 citationsjingle · one word, three constructs

References

Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), 105-119. https://doi.org/10.1509/jmkr.46.1.105

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