Brand gender : increasing brand equity through brand personality /: increasing brand equity through brand personality. (2017)

• Record Type: Book
• Further Information: Note: Theo Lieven.
• Authors: Lieven, Theo
• Contents: 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.
• Publisher Details: Basingstoke, Hampshire : Palgrave Macmillan
• Publication Date: 2017
• Extent: 1 online resource, illustrations (black and white, and colour)
• Subjects: 658.827; Branding (Marketing); Brand name products
• Languages: English
• ISBNs: 9783319602196
• Related ISBNs: 9783319602189
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.