Brand Communication Based on Brand Gender
A core task of marketing is the enhancement of brand equity. This is significantly influenced by brand personality. A person's most prominent characteristic is his or her gender. Pronounced masculinity or femininity is perceived as particularly attractive. This article transfers this phenomenon on to brands. First, the determinants that make a brand masculine or feminine are examined. The results of two surveys show that the consistent application of speech, design, and personal communication lead to the desired brand gender, and that the more pronounced the perception of this gender is, the great- er the brand equity.
This paper explores the effects of a major life transition or period of liminality on bridal ::: consumer behaviour and her associated consumption. The findings of a qualitative study ::: expose evidence of two distinct consumption patterns those of symbolic consumption and ::: self-gift giving.