... between different naming strategies. This paper aims to build on brand gender literature and understand these brands’ (i.e. brands targeting both men and women) potential to adopt an endorsed brand strategy rather than a branded house strategy. The paper uses a before/after...

.... Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications – This research has implications for brand name selection: consonants are effective...

... Brand gender Brand personality Brand design Evolutionary psychology Brand design elements are names, signs and symbols that identify and differentiate the brand (Walsh et al., 2010 , 2011), and include brand name, logo shape, color and type font. The marketing literature suggests...