Brand Gender
Springer International Publishing (Verlag)
978-3-319-60218-9 (ISBN)
Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.
1. 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.
Erscheinungsdatum | 04.11.2017 |
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Zusatzinfo | XX, 265 p. 34 illus., 4 illus. in color. |
Verlagsort | Cham |
Sprache | englisch |
Maße | 148 x 210 mm |
Gewicht | 484 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Schlagworte | androgyny • Brand Equity • Brand Gender • Branding • Brand Personality • Brands & branding • Brands & branding • Business & Management • business and management • Business diversity • Business & Management • Consumer Behavior • Consumer perceptions • Economics • femininity • Gender equality • Management • management & management techniques • Management & management techniques • Masculinity • Online Marketing/Social Media • Personality Model • sales & marketing • Sales & marketing • social & ethical issues • Social & ethical issues • Social Structure, Social Inequality • Trade |
ISBN-10 | 3-319-60218-7 / 3319602187 |
ISBN-13 | 978-3-319-60218-9 / 9783319602189 |
Zustand | Neuware |
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