Brand gender: increasing brand equity through brand personality
Auteur :
Lieven, Theo
Éditeur :
Springer International Publishing AG
ISBN :
9783319868097
Date de publication :
14 août 2018
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
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.