A core task of marketing is the enhancement of brand equity. This is significantly influenced by ... more 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.
... 10 Vgl. Kendall, K. (2008), S. 10-13. 11 Reuters 3000 Xtra, Stand 29.06.2009. Page 7. Arthur ... more ... 10 Vgl. Kendall, K. (2008), S. 10-13. 11 Reuters 3000 Xtra, Stand 29.06.2009. Page 7. Arthur Dill, Theo Lieven 204 on. ... Durch den Preisverfall der Immobilien stieg der Verschuldungsgrad der Haushalte an, da die Restschulden der Hypotheken unverändert bleiben. ...
ABSTRACT Obwohl die Verluste aus der amerikanischen Subprime-Krise ähnlich hoch liegen wie bei ei... more ABSTRACT Obwohl die Verluste aus der amerikanischen Subprime-Krise ähnlich hoch liegen wie bei einer stärkeren Börsenkorrektur, sind die Folgen ungewöhnlich dramatisch. Einer der Gründe ist die Konzentration der mit den notleidenden Immobiliendarlehen verbundenen Wertpapiere (MBS, CDO) auf die internationale Bankenwelt. Es ist aber davon auszugehen, dass mehrere Ursachen zu der globalen Störung beigetragen haben. Dieser Beitrag untersucht die Auswirkungen der Rechnungslegungsvorschriften auf den Ausbruch und die VÜbertragung der Krise insbesondere auf das weltweite Bankensystem. Innerhalb dieser Vorschriften gehören die Bewertungsregeln zu den Parametern, die das Bild einer Bilanz erheblich verändern können.
This chapter, a sports shoe brand was created, applying the design rules from Chap. 5. A name wit... more This chapter, a sports shoe brand was created, applying the design rules from Chap. 5. A name with a back vowel (Bloyt) was created to represent the masculine brand, while Edely, which has two front vowels, was created to represent the feminine brand. A bold type font was used for the masculine brand, and Edely was written in a slender and rounded font. The masculine brand’s color was blue, and the feminine brand’s color was bright pink. To demonstrate that only the simultaneous application of congruent gender cues results in the most positive effect on brand gender and brand equity, the shoe brand was depicted in a print ad using the respective design elements for feminine and masculine brands. In an online survey, these stimuli were accompanied by radio advertising using a male speaker with a low voice (F0-Top at 180 Hz) for the masculine brand and a female speaker with a high voice (F0-Top at 540 Hz) for the feminine brand. The simultaneous application of distinctively masculine or feminine attributes for brand names, font, and color, combined with the voices and outward appearances of the sales representatives, produced greater gender perceptions and higher brand valuations for each brand than could be observed for brands that applied only moderately effective masculine or feminine attributes.
This chapter discusses the important question of whether the brand-gender–brand-equity model is a... more This chapter discusses the important question of whether the brand-gender–brand-equity model is a simple fallacy. This could be true for several reasons, such as missing invariance, particularly in cross-cultural studies, and common method or common source biases. Respective tests support the assumption that the global data were form-, metric-, and scalar-invariant, providing evidence that the model measured gender and equity consistently across all countries. The data presented in this book were assessed for brand genders and equities in only one common survey. This means that the same people rated gender and equity items. Since individuals have their own response styles, it could be that those who tended to give high ratings on scales did so for both gender and equity items. The same could hold for respondents who tended to give low ratings on scales. Because of this, a positive correlation between gender and equity could, in fact, be an invalid artifact. Several sophisticated tests provided evidence that such a common source bias could be widely excluded. Finally, for the first time, the claim that the assignment of human personality traits to brands is appropriate only if the personality traits load under the same factors for both humans and brands was tested. Gender scores were assessed not only for brands, but also for several human portraits. In a multi-group analysis, the same factors emerged and the measurements of brands and persons were invariant, supporting the overall validity of the brand-gender–brand-equity approach.
A core task of marketing is the enhancement of brand equity. This is significantly influenced by ... more 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.
... 10 Vgl. Kendall, K. (2008), S. 10-13. 11 Reuters 3000 Xtra, Stand 29.06.2009. Page 7. Arthur ... more ... 10 Vgl. Kendall, K. (2008), S. 10-13. 11 Reuters 3000 Xtra, Stand 29.06.2009. Page 7. Arthur Dill, Theo Lieven 204 on. ... Durch den Preisverfall der Immobilien stieg der Verschuldungsgrad der Haushalte an, da die Restschulden der Hypotheken unverändert bleiben. ...
ABSTRACT Obwohl die Verluste aus der amerikanischen Subprime-Krise ähnlich hoch liegen wie bei ei... more ABSTRACT Obwohl die Verluste aus der amerikanischen Subprime-Krise ähnlich hoch liegen wie bei einer stärkeren Börsenkorrektur, sind die Folgen ungewöhnlich dramatisch. Einer der Gründe ist die Konzentration der mit den notleidenden Immobiliendarlehen verbundenen Wertpapiere (MBS, CDO) auf die internationale Bankenwelt. Es ist aber davon auszugehen, dass mehrere Ursachen zu der globalen Störung beigetragen haben. Dieser Beitrag untersucht die Auswirkungen der Rechnungslegungsvorschriften auf den Ausbruch und die VÜbertragung der Krise insbesondere auf das weltweite Bankensystem. Innerhalb dieser Vorschriften gehören die Bewertungsregeln zu den Parametern, die das Bild einer Bilanz erheblich verändern können.
This chapter, a sports shoe brand was created, applying the design rules from Chap. 5. A name wit... more This chapter, a sports shoe brand was created, applying the design rules from Chap. 5. A name with a back vowel (Bloyt) was created to represent the masculine brand, while Edely, which has two front vowels, was created to represent the feminine brand. A bold type font was used for the masculine brand, and Edely was written in a slender and rounded font. The masculine brand’s color was blue, and the feminine brand’s color was bright pink. To demonstrate that only the simultaneous application of congruent gender cues results in the most positive effect on brand gender and brand equity, the shoe brand was depicted in a print ad using the respective design elements for feminine and masculine brands. In an online survey, these stimuli were accompanied by radio advertising using a male speaker with a low voice (F0-Top at 180 Hz) for the masculine brand and a female speaker with a high voice (F0-Top at 540 Hz) for the feminine brand. The simultaneous application of distinctively masculine or feminine attributes for brand names, font, and color, combined with the voices and outward appearances of the sales representatives, produced greater gender perceptions and higher brand valuations for each brand than could be observed for brands that applied only moderately effective masculine or feminine attributes.
This chapter discusses the important question of whether the brand-gender–brand-equity model is a... more This chapter discusses the important question of whether the brand-gender–brand-equity model is a simple fallacy. This could be true for several reasons, such as missing invariance, particularly in cross-cultural studies, and common method or common source biases. Respective tests support the assumption that the global data were form-, metric-, and scalar-invariant, providing evidence that the model measured gender and equity consistently across all countries. The data presented in this book were assessed for brand genders and equities in only one common survey. This means that the same people rated gender and equity items. Since individuals have their own response styles, it could be that those who tended to give high ratings on scales did so for both gender and equity items. The same could hold for respondents who tended to give low ratings on scales. Because of this, a positive correlation between gender and equity could, in fact, be an invalid artifact. Several sophisticated tests provided evidence that such a common source bias could be widely excluded. Finally, for the first time, the claim that the assignment of human personality traits to brands is appropriate only if the personality traits load under the same factors for both humans and brands was tested. Gender scores were assessed not only for brands, but also for several human portraits. In a multi-group analysis, the same factors emerged and the measurements of brands and persons were invariant, supporting the overall validity of the brand-gender–brand-equity approach.
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