The Resource Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)

Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)

Label
Brand Gender : Increasing Brand Equity through Brand Personality
Title
Brand Gender
Title remainder
Increasing Brand Equity through Brand Personality
Statement of responsibility
by Theo Lieven
Creator
Author
Author
Subject
Language
eng
Summary
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
http://library.link/vocab/creatorName
Lieven, Theo
Dewey number
658.827
http://bibfra.me/vocab/relation/httpidlocgovvocabularyrelatorsaut
oSf6R5mtsh8
Image bit depth
0
LC call number
HF5415.1255
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Motivation research (Marketing)
  • Management
  • Trade
  • Internet marketing
  • Branding
  • Consumer Behavior
  • Management
  • Social Structure, Social Inequality
  • Trade
  • Online Marketing/Social Media
Label
Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)
Instantiates
Publication
Antecedent source
mixed
Bibliography note
Includes bibliographical references at the end of each chapters and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
1st ed. 2018.
Extent
1 online resource (XX, 265 p. 34 illus., 4 illus. in color.)
File format
multiple file formats
Form of item
online
Isbn
9783319602196
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-60219-6
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
  • (CKB)4100000000881763
  • (DE-He213)978-3-319-60219-6
  • (MiAaPQ)EBC5096970
  • (EXLCZ)994100000000881763
Label
Brand Gender : Increasing Brand Equity through Brand Personality, by Theo Lieven, (electronic resource)
Publication
Antecedent source
mixed
Bibliography note
Includes bibliographical references at the end of each chapters and index
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Dimensions
unknown
Edition
1st ed. 2018.
Extent
1 online resource (XX, 265 p. 34 illus., 4 illus. in color.)
File format
multiple file formats
Form of item
online
Isbn
9783319602196
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-60219-6
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
  • (CKB)4100000000881763
  • (DE-He213)978-3-319-60219-6
  • (MiAaPQ)EBC5096970
  • (EXLCZ)994100000000881763

Library Locations

  • Albert D. Cohen Management LibraryBorrow it
    181 Freedman Crescent, Winnipeg, MB, R3T 5V4, CA
    49.807878 -97.129961
  • Architecture/Fine Arts LibraryBorrow it
    84 Curry Place, Winnipeg, MB, CA
    49.807716 -97.136226
  • Archives and Special CollectionsBorrow it
    25 Chancellors Circle (Elizabeth Dafoe Library), Room 330, Winnipeg, MB, R3T 2N2, CA
    49.809961 -97.131878
  • Bibliothèque Alfred-Monnin (Université de Saint-Boniface)Borrow it
    200, avenue de la Cathédrale, Local 2110, Winnipeg, MB, R2H 0H7, CA
    49.888861 -97.119735
  • Bill Larson Library (Grace Hospital)Borrow it
    300 Booth Drive, G-227, Winnipeg, MB, R3J 3M7, CA
    49.882400 -97.276436
  • Carolyn Sifton - Helene Fuld Library (St. Boniface General Hospital)Borrow it
    409 Tache Avenue, Winnipeg, MB, R2H 2A6, CA
    49.883388 -97.126050
  • Concordia Hospital LibraryBorrow it
    1095 Concordia Avenue, Winnipeg, MB, R2K 3S8, CA
    49.913252 -97.064683
  • Donald W. Craik Engineering LibraryBorrow it
    75B Chancellors Circle (Engineering Building E3), Room 361, Winnipeg, MB, R3T 2N2, CA
    49.809053 -97.133292
  • E.K. Williams Law LibraryBorrow it
    224 Dysart Road, Winnipeg, MB, R3T 5V4, CA
    49.811829 -97.131017
  • Eckhardt-Gramatté Music LibraryBorrow it
    136 Dafoe Road (Taché Arts Complex), Room 257, Winnipeg, MB, R3T 2N2, CA
    49.807964 -97.132222
  • Elizabeth Dafoe LibraryBorrow it
    25 Chancellors Circle, Winnipeg, MB, R3T 2N2, CA
    49.809961 -97.131878
  • Fr. H. Drake Library (St. Paul's College)Borrow it
    70 Dysart Road, Winnipeg, MB, R3T 2M6, CA
    49.810605 -97.138184
  • J.W. Crane Memorial Library (Deer Lodge Centre)Borrow it
    2109 Portage Avenue, Winnipeg, MB, R3J 0L3, CA
    49.878000 -97.235520
  • Libraries Annex (not open to the public; please see web page for details)Borrow it
    25 Chancellors Circle (in the Elizabeth Dafoe Library), Winnipeg, MB, R3T 2N2, CA
    49.809961 -97.131878
  • Neil John Maclean Health Sciences LibraryBorrow it
    727 McDermot Avenue (Brodie Centre), 200 Level, Winnipeg, MB, R3E 3P5, CA
    49.903563 -97.160554
  • Sciences and Technology LibraryBorrow it
    186 Dysart Road, Winnipeg, MB, R3T 2M8, CA
    49.811526 -97.133257
  • Seven Oaks General Hospital LibraryBorrow it
    2300 McPhillips Street, Winnipeg, MB, R2V 3M3, CA
    49.955177 -97.148865
  • Sister St. Odilon Library (Misericordia Health Centre)Borrow it
    99 Cornish Avenue, Winnipeg, MB, R3C 1A2, CA
    49.879592 -97.160425
  • St. John's College LibraryBorrow it
    92 Dysart Road, Winnipeg, MB, R3T 2M5, CA
    49.811242 -97.137156
  • Victoria General Hospital LibraryBorrow it
    2340 Pembina Highway, Winnipeg, MB, R3T 2E8, CA
    49.806755 -97.152739
  • William R Newman Library (Agriculture)Borrow it
    66 Dafoe Road, Winnipeg, MB, R3T 2R3, CA
    49.806936 -97.135525
Processing Feedback ...