Brand Gender: Increasing Brand Equity through Brand Personality - Theo Lieven - Books - Springer International Publishing AG - 9783319868097 - August 14, 2018
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Theo Lieven
Brand Gender: Increasing Brand Equity through Brand Personality Softcover reprint of the original 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     Paperback Book   (Book with soft cover and glued back)
Released August 14, 2018
ISBN13 9783319868097
Publishers Springer International Publishing AG
Pages 265
Dimensions 150 × 220 × 10 mm   ·   376 g
Language German  

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