Amazon cover image
Image from Amazon.com

Branding masculinity : tracing the cultural foundations of brand meaning Elizabeth C. Hirschman

By: Material type: TextTextSeries: Routledge interpretive marketing research ; 23Publication details: New York : Routledge, Taylor & Francis Group, c2016.Description: xi, 96 p. : ill. ; 24 cmISBN:
  • 9781138933392
Subject(s): DDC classification:
  • 155.3/32
Online resources: Summary: Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 155.332 HI BR (Browse shelf(Opens below)) Available T0054798

Includes bibliographical references (p. 81-90) and index.

Branding Masculinity examines two ideologies of masculinity – one typifying rural agricultural areas and the other found in urban, business settings. Comparisons are made between these two current forms of masculinity and both similarities and differences are identified. Six product categories compose the Constellation of Masculinity for both groups. Hirschman selects a masculine prototype brand from each category and presents a detailed analysis of the images, language and marketing actions used to create the brand's masculinity over time.

There are no comments on this title.

to post a comment.