A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser
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DOI: 10.1108/jrim-04-2024-0199
Abstract: PurposeBrand interaction on social media increasingly involves brands openly praising their competitors. This paper examines the impact of selecting a praising target based on company size in brand-to-brand praise, such as praising a smaller competitor… read more here.
Keywords: size; brand; brand gender; praise ... See more keywords
Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda
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DOI: 10.1177/2278533717692917
Abstract: Abstract In the postmodern era, many marketers have disturbed the strict gender discipline traditionally associated with gendered brands. Marketers are redoing their gender work by blurring the stark distinction between masculine and feminine brands. New… read more here.
Keywords: research; gender; gender bending; consumer ... See more keywords