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Brand Personality and Gender – How there is a woman inside Evian and a man inside Nike

Kervinen, Maija; Gutheim, Verena and Azusienyte, Migle (2008)
Department of Business Administration
Abstract
The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands.
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author
Kervinen, Maija; Gutheim, Verena and Azusienyte, Migle
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Band Personality, Brand Perception, Brand Gender, Consumer Gender, Self-congruity, Management of enterprises, Företagsledning, management
language
Swedish
id
1346707
date added to LUP
2008-06-03
date last changed
2012-04-02 17:11:03
@misc{1346707,
  abstract     = {The thesis provides with the broad overview about the consumer awareness of the gender dimension within brand personalities. The research contributes to branding theory and gender studies and demonstrates that consumer gender influences does not influence the perceived brand personality gender. However, it also shows that consumers prefer brands with a clear gender, but not necessarily the same gendered brands.},
  author       = {Kervinen, Maija and Gutheim, Verena and Azusienyte, Migle},
  keyword      = {Band Personality,Brand Perception,Brand Gender,Consumer Gender,Self-congruity,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Brand Personality and Gender – How there is a woman inside Evian and a man inside Nike},
  year         = {2008},
}