The impact of brand gender on brand equity Findings from a large-scale cross-cultural study in ten countries

Lieven Theo; Hildebrand Christian

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The impact of brand gender on brand equity Findings from a large-scale cross-cultural study in ten countries

机译：品牌性别对品牌资产的影响来自十个国家的大规模跨文化研究结果

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摘要

Purpose - The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains.

机译：目的-本文的目的是研究品牌性别对各个产品领域的国家和文化之间品牌资产的影响。

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来源
《International marketing review》 |2016年第2期|178-195|共18页
作者
Lieven Theo; Hildebrand Christian;
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作者单位

Univ St Gallen, Inst Customer Insight, St Gallen, Switzerland;

Univ St Gallen, Inst Customer Insight, St Gallen, Switzerland;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Marketing; Brand equity; Androgyny; Brand personality; Brand gender; Global branding;

机译：市场营销;品牌资产;雌雄同体;品牌个性;品牌性别;全球品牌;

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2. The Impact of Brand Country-of-Origin Image on the Formation of Brand Equity in the Sports Apparel Industry [J] . Rasoul Azadi, Bahram Yousefi, Hossein Eydi Universal Journal of Industrial and Business Management . 2015,第3期

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3. The Impact of Brand Equity on Purchase Intention and Brand Preference-the Moderating Effects of Country of Origin Image [J] . Hadi Moradi, Azim Zarei Australian Journal of Basic and Applied Sciences . 2011,第2016期

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4. Impact of social media marketing efforts on Destination’s brand equity: A study among International Tourists arriving to Sri Lanka [C] . Mohamed Ismail Mujahid Hilal International Conference on Computing and Communications Technologies . 2019

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5. Assessing the impact of brand extensions on brand concept and brand equity: The moderating effect of consumers' perceived fit. [D] . Doraiswamy, Dilip. 2011

机译：评估品牌延伸对品牌概念和品牌资产的影响：消费者感知健康度的调节作用。
6. Exploring Brand Hate and the Association Between Similar Competitor Offer and Brand Equity: A Moderated-Mediation Model [O] . Mudassir Husnain, Zanxin Wang, Petra Poulova, 2020

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7. The Impact of Brand Country-of-Origin Image on the Formation of Brand Equity in the Sports Apparel Industry [O] . Rasoul Azadi, Bahram Yousefi, Hossein Eydi 2015

机译：品牌原产地形象对体育服饰行业品牌股权的影响

The impact of brand gender on brand equity Findings from a large-scale cross-cultural study in ten countries

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