Brand Sex, Sexual State and Gender: Towards a distinction between three constructs

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Date

24 mai 2007

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Type de document
Périmètre
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HALSHS : archive ouverte en Sciences de l’Homme et de la Société

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Archives ouvertes

Organisation

Centre pour la communication scientifique directe

Mots-clés En

Anthropomorphic view Brand Management Brand Personality Brand Sexual Associations Consumer Perception Gender

Sujets proches En

Sexuality Human sexuality Sexual practices Sexual behavior Human beings--Sexual behavior Gender (Sex) Sex (Gender) Papers

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Salim L. Azar, « Brand Sex, Sexual State and Gender: Towards a distinction between three constructs », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10670/1.ecev9t

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Résumé En

Drawing from an anthropomorphic view of consumption and a socio-psychological perspective, this paper defends the idea that a brand is perceived by consumers as having a sex, a sexual state and a gender. An exploratory qualitative analysis based on sixteen semi structured interviews was conducted. The results of this present paper strongly confirm this interpretation and point towards a crucial distinction between those three constructs. Constructs conceptualizations are developed, definitions are suggested and antecedents of brand sexual associations are studied. Findings have important theoretical and managerial implications that are discussed

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