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GENDER-BENDER BRANDING—Brand Gender Hijack and Consumer Revolt CB5e From Consumer Behavior / Behaviour by Jill Avery et al

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Discription

Many brand managers fill their brands with imagery, stories, and personality to appeal to either men or women, infusing them with gendered identity meanings. Being a brand manager of a gendered brand requires understanding and respecting the identity meanings that consumers use, and protecting them so that the identity message the brand sends when a consumer uses it supports the identity needs of the brand’s consumers.

ISBN 9781735983905
EISBN 9781735983706
Author Jill Avery, Ph.D. (Harvard University)
Publisher Open Mentis

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