Lieven Brand Gender

Increasing Brand Equity through Brand Personality
1. Auflage 2018
ISBN: 978-3-319-60219-6
Verlag: Springer Nature Switzerland
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 276 Seiten

Reihe: Progress in Mathematics

This 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.

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.?

Autoren/Hrsg.

Lieven, Theo

Inhaltsverzeichnis

1;Preface;6
2;Acknowledgements;9
3;Contents;10
4;Abbreviations;12
5;List of Figures;14
6;List of Tables;16
7;1 A Brand as a Person;18
7.1;Anthropomorphism and Animism;18
7.2;Brand Personality;20
7.3;A Brand as a Friend;22
7.4;Brand Equity;23
7.5;The Intangible Sum of a Product’s Attributes;24
7.6;Brand Gender;24
7.7;Beauty and Excellence;26
7.8;References;27
8;2 Gender and Ease of Categorization;32
8.1;Gender as a Component of Human Personality;32
8.2;Positive Associations Formed by Sex-Typed Stimuli;33
8.3;Classification of Brands Using Brand Gender;38
8.4;The Gender Concept: Bipolar, Orthogonal, or Categorical;42
8.5;References;46
9;3 Global Branding with Brand Gender and Brand Equity;50
9.1;Branding in Times of Globalization;50
9.2;The Universality of Gender;51
9.3;Four Genders Instead of Two;53
9.4;Empirical Study: 20 Brands in 10 Countries on Four Continents;53
9.5;SEM and Scale Characteristics;62
9.6;Brand Gender Differences Across Brands and Countries;63
9.7;Equity Differences Across Brands and Countries;66
9.8;Conclusion;68
9.9;References;75
10;4 Androgyny, Consumers’ Biological Sex, and Cultural Differences;79
10.1;Global Assumptions on the Effects of Brand Gender on Brand Equity;79
10.2;Androgyny;82
10.3;Biological Sex Versus Gender Roles;84
10.4;Collectivism Versus Individualism;85
10.5;Empirical Study;86
10.6;General Discussion;93
10.7;References;97
11;5 Brand Gender and Equity Through Brand Design;100
11.1;A Brand Is More Than a Name;100
11.2;Conceptual Background;102
11.3;Brand Name;104
11.4;Type Font;105
11.5;Color;105
11.6;Logo Shape;107
11.7;Impact of Brand Design-Based Masculinity and Femininity Perceptions on Brand Preferences and Equity;108
11.8;Empirical Studies;109
11.9;Study 1: Logo Shapes and Brand Masculinity/Femininity;109
11.10;Study 2: Type Font, Brand Name, Brand Masculinity/Femininity, and Brand Preferences;111
11.11;Study 3: Type Font, Color, Brand Femininity/Masculinity, and Brand Preference;114
11.12;Study 4: Modification of Brand Communication for Existing Brands and Brand Equity;121
11.13;Conclusion;123
11.14;References;128
12;6 Creating a Strong Sports Shoe Brand;135
12.1;A Brand Is More Than a Name;135
12.2;References;141
13;7 The Independent Gender Effects of Logo, Product, and Brand;142
13.1;Isn’t It Obvious?;142
13.2;Gendered Brand Names;143
13.3;Gendered Brands;144
13.4;Empirical Studies;144
13.5;The Power of Androgyny;150
13.6;Logo and Product Gender Aid One Another to Build Strong Brands;151
13.7;References;153
14;8 Product Gender and Product Evaluation;155
14.1;Feminine Cars and Masculine Fragrances;155
14.1.1;Product Gender Deriving from Product Aesthetics;157
14.1.2;Product Value Deriving from Product Gender;163
14.2;Study 1: Product Gender Affected Through Product Characteristics;166
14.3;Study 2: Increasing Perceived Product Value Through Product Gender;177
14.4;Product Value Increases Through Product Gender;181
14.5;References;182
15;9 Salesperson Gender Follows Brand Gender;189
15.1;Behavioral Branding;189
15.2;From Humans to Brands and Back;190
15.3;Laboratory Choice Experiment;192
15.4;Choosing Portraits of Salespersons for Brands;194
15.5;Which Salespersons Fit Androgynous Brands?;198
15.6;The Particular Role of Female Salespersons;202
15.7;Conclusions;202
15.8;References;203
16;10 Brand Gender and Brand Alliances;207
16.1;Birds of a Feather Flock Together;207
16.2;Brand Fit;208
16.3;Brand Gender;209
16.4;Congruence and Fluency Theories;210
16.5;Pre-Tests;211
16.6;Matching of Brand Gender;215
16.7;Brand Gender Similarity and Its Effects;217
16.8;Discussion;220
16.9;References;221
17;11 How to Create a Personality Scale;225
17.1;The Missing Generalizability of Brand Personality Scales;225
17.2;How It Proceeds Today;227
17.3;The Extension of the Psycho-Lexical Approach;229
17.4;Theoretical Study;230
17.5;Empirical Study;233
17.6;Discussion;236
17.7;References;237
18;12 The Effect of Brand Gender on Brand Equity—A Simple Fallacy?;241
18.1;The Perils of Statistic Procedures;241
18.2;Cross-Border/Cross-Cultural Measurement Invariances;242
18.3;Common Method Variance;244
18.4;Appropriateness of Assigning of Human Personality Traits to Brands;246
18.5;Conclusion;249
18.6;References;250
19;13 Summary, Discussion, and Conclusion;252
19.1;Summary;252
19.2;Discussion;261
19.3;Conclusion;262
19.4;References;262
20;Index;264