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.
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.
Elizabeth Hirschman, Rutgers University, USA
Russell Belk, York University, Canada
NA - Advances in Consumer Research Volume 42 | 2014
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Afra Koulaei, University of South-Eastern Norway
Daniela Cristian, City University of London, UK
Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open
Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA
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Dionne A Nickerson, Georgia Tech, USA
Michael Lowe, Georgia Tech, USA
Adithya Pattabhiramaiah, Georgia Tech, USA