Sökning: "Product Gender Congruence"

Hittade 2 uppsatser innehållade orden Product Gender Congruence.

1. 1. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

   Magister-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Cilla Palmroos; Samuel Bengtsson; [2021]
   Nyckelord :Brand Gender; Brand Love; Gender Congruence; Snus;

   Sammanfattning : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. LÄS MER

3. 2. Gender, Products & Marketing - A study of product gender perception and the need for product gender congruency in Generation Y

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Janine Hem Lee; Annett Hellwig; [2011]
   Nyckelord :Gender Marketing; Gendered Products; Product Gender Congruence; Generation Y; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : This study contributes to existing theory by underlining that product brands do have a gender. In addition, the results of this study show that the need for product gender congruence is minimized in Generation Y. LÄS MER