What happens to male vis-à-vis female attitudes and behavioral intentions when hightech and luxury products team up to form high-tech luxury co-branded products like HLCPs? Our attention to HLCPs is mainly due to the fact that they represent an interesting case of brands that are characterized by both functional attributes in which cognitive aspects are predominant, and symbolic attributes where affective aspects are key. Provided that men and women seem to assign different importance to both aspects, HLCPs represent a perfect setting to explore the differences in consumer behavior between men and women.
The role of gender in co-branding strategies of hi-tech brands and luxury brands / N., Lado; F., Cesaroni; H. C., Ho; Cesareo, Ludovica. - STAMPA. - (2014), pp. -------. (Intervento presentato al convegno Academy of Marketing Science Annual Conference tenutosi a Indianapolis, IN, USA nel 21-23 Maggio).
The role of gender in co-branding strategies of hi-tech brands and luxury brands
CESAREO, LUDOVICA
2014
Abstract
What happens to male vis-à-vis female attitudes and behavioral intentions when hightech and luxury products team up to form high-tech luxury co-branded products like HLCPs? Our attention to HLCPs is mainly due to the fact that they represent an interesting case of brands that are characterized by both functional attributes in which cognitive aspects are predominant, and symbolic attributes where affective aspects are key. Provided that men and women seem to assign different importance to both aspects, HLCPs represent a perfect setting to explore the differences in consumer behavior between men and women.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
