Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning

Elizabeth Hirschman, Rutgers University, USA
Russell Belk, York University, Canada
We propose that branding is best understood as linked to deep cultural meanings. In the present srudy, depth interviews are conducted with two regional groups of men (Northeast and Southeast)concerning the cultural concspt of masculinity. We identify a set of 7 product categories that are culturally allied with masculinity.
[ to cite ]:
Elizabeth Hirschman and Russell Belk (2014) ,"Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 324-329.