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Investigating Gender-Schema Congruity Effects on Consumers’ Evaluation of Anthropomorphized Products

✍ Scribed by van den Hende, Ellis A.; Mugge, Ruth

Book ID
121684425
Publisher
John Wiley and Sons
Year
2014
Tongue
English
Weight
530 KB
Volume
31
Category
Article
ISSN
0742-6046

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## Abstract Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises i