Brand Gender: Increasing Brand Equity through Brand Personality - Theo Lieven - Books - Springer International Publishing AG - 9783319602189 - October 19, 2017
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Theo Lieven
Brand Gender: Increasing Brand Equity through Brand Personality 1st ed. 2018 edition

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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.

265 pages, 4 Tables, color; 4 Illustrations, color; 30 Illustrations, black and white; XX, 265 p. 34

Media Books     Hardcover Book   (Book with hard spine and cover)
Released October 19, 2017
ISBN13 9783319602189
Publishers Springer International Publishing AG
Pages 265
Dimensions 220 × 156 × 24 mm   ·   498 g
Language German  

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