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avril 2008
- handle: 10670/1.f7htu0
- hal: hal-01517060
Mots-clés
Marque Brand Gender Categorization Etudes du consommateur Genre Catégorisation (psychologie) Comportement du consommateurSujets proches
Consommateur Gendèr panerus Gender Gendèr barung Gèndèr Gendèr panembungCiter ce document
Denis Darpy et al., « Brand-sex as a primary category in brand categorization process », HALSHS : archive ouverte en Sciences de l’Homme et de la Société, ID : 10670/1.f7htu0
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Résumé
Prevailing research works on brand as a person metaphor highlights the existence of brand-sexual associations. However, the impact of such attributions on brand categorization did not receive any attention. This paper is an attempt to explore the importance of brand-sex on consumer’s brand categorization process. The results suggest that brand-sex is a primary category. Moreover, no support to the human sex and gender identity as predictors of brand categorization and sexual perception of brands was provided.