Consumers consistently prefer 'feminine' brand names to 'masculine' ones, according to a series of studies published in the Journal of Marketing by Ruth Pogacar, a professor of marketing at the University of Calgary. Along with an increased perception of warmth, the studies found feminine names are associated with better brand performance. Professor Pogacar joins the show to discuss her research.
7 Feb 2021
Why consumers prefer feminine brand names
From Sunday Morning, 10:33 am on 7 February 2021
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