Brand Gender-bending: The Impact of an Endorsed Brand Strategy on Consumers’ Evaluation of Gendered Mixed-target Brands

16 Apr 2018

Impact_of_Gendered_Mixed_target_Brands

Authors: Isabelle Aimé, Isabelle Ulrich

Journal: European Journal of Marketing

Publisher: Emerald Publishing Limited

Link: https://doi.org/10.1108/EJM-04-2017-0278

Volume: 52

Issue: 7/8

Year: 2018