Work

Male And Female Influence On Hypermarket Brand Equity

Year: 2011

Type: article

Abstract: Based on the customer-based brand equity theory (Keller, 1993) and its retail construct measures of brand loyalty, brand awareness, perceived quality, and brand association (Pappu, Quester, and Cooksey, 2006), gender differences are presented, tested and analyzed. The study finds that females have significantly higher brand association (p < 0.01) and total brand equity (p < 0.05). This article concludes with the implications and research opportunities for branding scholars and to consumer product manufacturers and retailers.

Source: International Business & Economics Research Journal (IBER)

DOI: 10.19030/iber.v7i9.3288

Authors: Hui-Chu Chen, Robert D. Green, James Miller

Institutions: TransWorld University, Lynn University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Reduced inequalities, Gender equality

Open Access status: bronze

OpenAlex ID: W2179150650

FWCI: 5.566

Cites: 40

Cited by: 13

Related to: 10