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

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Maija Kervinen; Verena Gutheim; Migle Azusienyte; [2008]
    Nyckelord :Band Personality; Brand Perception; Brand Gender; Consumer Gender; Self-congruity; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : 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. LÄS MER