WebNov 23, 2024 · This paper examines how a critical dimension of logo design, namely naturalness, along with logo color, influences brand gender perceptions, and whether brand-design-induced gender perceptions ultimately impact affective reactions to logos. Data were collected from a sample of 260 participants, using a set of 24 unknown, manipulated … WebThus, apart from the main effect dominance in prior work on brand gender effects, it will be illusive to examine whether even more androgynous brands (i.e., ones that possess both highly masculine and highly feminine traits) generate an equally high brand equity relative to their counterparts possessing only one strong brand gender positioning.
The Effect of Brand Gender on Brand Equity - Lieven
WebFeb 1, 2009 · This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in ... Web142 rows · Apr 10, 2014 · Based on the finding that consumers’ preference for strongly gendered (i.e., highly masculine or highly feminine) brands is independent of consumers’ sex, this explores a general ease of categorization as the psychological mechanism underlying … امام نهم کیست گاما
Branding beyond the gender binary - Cooke - 2024 - Psychology ...
WebGender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled “The effect of Brand Gender on Brand Equity”. (Lieven, 2014). WebThe effect of brand design on brand gender perceptions and brand preference Theo Lieven, Bianca Grohmann, Andreas Herrmann, Jan R. Landwehr, Miriam van Tilburg, Article information: ... consequently – brand equity because of positively valenced (i.e. highly masculine or feminine)features ... Web2 days ago · 00:03. 00:49. Beer Colossus Anheuser-Busch saw its value plummet more than $5 billion since the company announced its branding partnership with controversial transgender social media influencer ... امام نورانی