001358882 000__ 03115cam\a2200481Mi\4500
001358882 001__ 1358882
001358882 003__ OCoLC
001358882 005__ 20230306152817.0
001358882 006__ m\\\\\o\\d\\\\\\\\
001358882 007__ cr\nn\nnnunnun
001358882 008__ 171006s2018\\\\gw\a\\\\o\\\\\000\0\eng\d
001358882 020__ $$a9783319602196$$q(electronic book)
001358882 020__ $$a3319602195
001358882 020__ $$z9783319602189$$q(print)
001358882 0247_ $$a10.1007/978-3-319-60219-6$$2doi
001358882 035__ $$aSP(OCoLC)1032269170
001358882 040__ $$aNJR$$beng$$epn$$cNJR$$dOCLCO$$dOCLCQ$$dOCLCF$$dAU@$$dWYU$$dOCLCQ
001358882 049__ $$aISEA
001358882 050_4 $$aHD69.B7$$b.L548 2018
001358882 08204 $$a658.827$$223
001358882 1001_ $$aLieven, Theo,$$eauthor.
001358882 24510 $$aBrand Gender :$$bIncreasing Brand Equity through Brand Personality /$$cby Theo Lieven.
001358882 264_1 $$aCham :$$bSpringer International Publishing :$$bImprint :$$bPalgrave Macmillan,$$c2018.
001358882 300__ $$a1 online resource (XX, 265 pages 34 illustrations, 4 illustrations in color.) :$$bonline resource
001358882 336__ $$atext$$btxt$$2rdacontent
001358882 337__ $$acomputer$$bc$$2rdamedia
001358882 338__ $$aonline resource$$bcr$$2rdacarrier
001358882 347__ $$atext file$$bPDF$$2rda
001358882 5050_ $$a1. A Brand as a Person -- 2. Gender and Ease of Categorization -- 3. Global Branding with Brand Gender and Brand Equity -- 4. Adrogyny, Consumers' Biological Sex, and Cultural Differences -- 5. Brand Gender and Equity through Brand Design -- 6. Creating a Strong Sports Shoe Brand -- 7. The Independent Gender Effects of Logo, Product, and Brand -- 8. Product Gender and Product Evaluation -- 9. Salesperson Gender Follows Brand Gender -- 10. Brand Gender and Brand Alliance -- 11. How to Create a Personality Scale, -- 12. The Effect of Brand Gender on Brand Equity -- A Simple Fallacy? -- 13. Summary, Discussion, and Conclusion.
001358882 506__ $$aAccess limited to authorized users.
001358882 520__ $$aThis book explores ways to drive and increase a brand's most important property, its equity. Focussing on gender, the author analyses the impact of assigning personalities and characteristics to products and how this can affect the management of brands on a global scale. Using detailed examples, the author argues that brands with low masculine and feminine characteristics have the lowest equity, whilst brands with both high feminine and masculine characteristics are shown to have the strongest equity. Including notions of androgyny in brands, this significant study reveals the different factors which can affect a brand being perceived as either masculine or feminine. Aiming to develop a comprehensive theory and provide practitioners with a guide to increasing the equity of their brands, this controversial and pioneering book lays the foundation for creating a global brand personality model.
001358882 650_0 $$aBusiness.
001358882 650_0 $$aInternet marketing.
001358882 650_0 $$aManagement.
001358882 650_0 $$aTrade.
001358882 650_0 $$aCommerce.
001358882 655_0 $$aElectronic books
001358882 852__ $$bebk
001358882 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-319-60219-6$$zOnline Access$$91397441.1
001358882 909CO $$ooai:library.usi.edu:1358882$$pGLOBAL_SET
001358882 980__ $$aBIB
001358882 980__ $$aEBOOK
001358882 982__ $$aEbook
001358882 983__ $$aOnline
001358882 994__ $$a92$$bISE