Branding Masculinity: Tracing the Cultural Foundations of Brand Meaning
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 324-329.
Authors
Elizabeth Hirschman, Rutgers University, USA
Russell Belk, York University, Canada
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction
Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA
Featured
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
Featured
Trust in Doubt: Co-Chair's Invited Panel
Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK