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Lieven, Theo

Brand Gender

Lieven, Theo - Brand Gender, ebook

153,75€

Ebook, PDF with Adobe DRM
ISBN: 9783319602196
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Table of contents

1. A Brand as a Person
Theo Lieven

2. Gender and Ease of Categorization
Theo Lieven

3. Global Branding with Brand Gender and Brand Equity
Theo Lieven

4. Androgyny, Consumers’ Biological Sex, and Cultural Differences
Theo Lieven

5. Brand Gender and Equity Through Brand Design
Theo Lieven

6. Creating a Strong Sports Shoe Brand
Theo Lieven

7. The Independent Gender Effects of Logo, Product, and Brand
Theo Lieven

8. Product Gender and Product Evaluation
Theo Lieven

9. Salesperson Gender Follows Brand Gender
Theo Lieven

10. Brand Gender and Brand Alliances
Theo Lieven

11. How to Create a Personality Scale
Theo Lieven

12. The Effect of Brand Gender on Brand Equity—A Simple Fallacy?
Theo Lieven

13. Summary, Discussion, and Conclusion
Theo Lieven

Keywords: Business and Management, Branding, Consumer Behavior, Management, Social Structure, Social Inequality, Trade, Online Marketing/Social Media

Author(s)
Publisher
Springer
Publication year
2018
Language
en
Edition
1
Page amount
20 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9783319602196
Printed ISBN
978-3-319-60218-9

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