LEADER 03724nam  22007455  450 
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005 20240702110106.0
010   $a9783319602196
010   $a3319602195
024 7 $a10.1007/978-3-319-60219-6
035   $a(CKB)4100000000881763
035   $a(DE-He213)978-3-319-60219-6
035   $a(MiAaPQ)EBC5096970
035   $a(PPN)222238550
035   $a(Perlego)3482669
035   $a(EXLCZ)994100000000881763
100   $a20171006d2018      u|         0
101 0 $aeng
135   $aurnn|008mamaa
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aBrand Gender $eIncreasing Brand Equity through Brand Personality /$fby Theo Lieven
205   $a1st ed. 2018.
210  1$aCham :$cSpringer International Publishing :$cImprint: Palgrave Macmillan,$d2018.
215   $a1 online resource (XX, 265 p. 34 illus., 4 illus. in color.) 
311 08$a9783319602189 
311 08$a3319602187 
320   $aIncludes bibliographical references at the end of each chapters and index.
327   $a1. A Brand as a Person -- 2. Gender and Ease of Categorization -- 3. Global Branding with Brand Gender and Brand Equity -- 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences -- 5. Brand Gender and Equity through Brand Design -- 6. Creating a Strong Sports Shoe Brand -- 7. The Independent Gender Effects of Logo, Product, and Brand -- 8. Product Gender and Product Evaluation -- 9. Salesperson Gender Follows Brand Gender -- 10. Brand Gender and Brand Alliance -- 11. How to Create a Personality Scale,- 12. The Effect of Brand Gender on Brand Equity - A Simple Fallacy? -- 13. Summary, Discussion, and Conclusion.
330   $aThis book explores ways to drive and increase a brand's most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
606   $aBranding (Marketing)
606   $aConsumer behavior
606   $aManagement
606   $aSocial structure
606   $aEquality
606   $aRetail trade
606   $aTelemarketing
606   $aInternet marketing
606   $aBranding
606   $aConsumer Behavior
606   $aManagement
606   $aSocial Structure
606   $aTrade and Retail
606   $aDigital Marketing
615  0$aBranding (Marketing)
615  0$aConsumer behavior.
615  0$aManagement.
615  0$aSocial structure.
615  0$aEquality.
615  0$aRetail trade.
615  0$aTelemarketing.
615  0$aInternet marketing.
615 14$aBranding.
615 24$aConsumer Behavior.
615 24$aManagement.
615 24$aSocial Structure.
615 24$aTrade and Retail.
615 24$aDigital Marketing.
676   $a658.827
700   $aLieven$b Theo$4aut$4http://id.loc.gov/vocabulary/relators/aut$01059446
906   $aBOOK
912   $a9910298212603321
996   $aBrand Gender$92505889
997   $aUNINA