Theo Lieven

Brand Gender (eBook, PDF)

Increasing Brand Equity through Brand Personality

• Format: PDF

Produktbeschreibung

Enhances the brand personality equity model to include cross-cultural applicability

Discusses and seeks to define the terms 'brand personality' and 'brand equity'

Establishes the link between a straightforward brand personality model to brand equity

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Produktdetails

• Verlag: Springer International Publishing
• Seitenzahl: 265
• Erscheinungstermin: 6. Oktober 2017
• Englisch
• ISBN-13: 9783319602196
• Artikelnr.: 52938382

Autorenporträt

Theo Lieven is Adjunct Professor of Marketing at the Institute for Customer Insight, University Of St. Gallen, Switzerland. Previously, he founded a computer company which grew to be one of the largest European retailers in 1996, and has studied management and economics.¿

Inhaltsangabe

1. 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.