Defending the markers of masculinity: Consumer resistance to brand gender-bending

International Journal of Research in Marketing

Volumn 29, Issue 4, 2012, Pages 322-336

  Avery, Jill ^a  

^a Simmons School of Management   (United States)

Author keywords

Brand communities; Brand management; Consumer behavior; Gender; Identity; Masculinity; Self brand connection

Indexed keywords

EID: 84870290884     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2012.04.005     Document Type: Article

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