Aravind R.; Joshy Joseph; Keyoor Purani; Mathew, A. F.
(Indian Institute of Management Kozhikode, 2020-01)
Extant literature in marketing has found that several brands have gender perceptions associated with them (Avery 2012; Grohmann 2009). Consumers tend to place brands such as Gillette, Marlboro, and Hot Wheels in the masculine ...