Assessment of the brand experience effect on the gender dimension of the brand personality on the example of Dior

• Authors: Dimah Fareed Bahjat , Ahlam Ibrahem Wali

Title variants

PL

Ocena wpływu doświadczenia marki na jej osobowość w aspekcie płci na przykładzie Diora

Abstracts

PL

Celem badania omawianego w artykule jest ocena wpływu doświadczenia marki na jej osobowość w aspekcie płci na przykładzie marki Christian Dior (a dokładnie, jego linii produkującej perfumy). Analizowano zależności między dwiema zmiennymi: doświadczeniem marki i osobowością marki w aspekcie płci przy wykorzystaniu metody ilościowej. Próba badawcza składała się ze 173 respondentów pochodzących z irackiego Kurdystanu, a badanie było prowadzone od stycznia do sierpnia 2021 r. Analiza wykazała, że doświadczenie marki Dior charakteryzuje się większą skłonnością do feminizacji jej cech, co w konsekwencji czyni ją atrakcyjniejszą dla kobiet. Przeprowadzona analiza stanowi wkład w badania nad koncepcją osobowości marki w aspekcie płci.

EN

The aim of this study is to measure the effects of the brand experience on the gender dimension of the brand personality on the example of Christian Dior (more specifically, its fragrance-line branch). The study used a quantitative method to explore two variables: the brand experience and the gender dimension of the brand personality. The research sample consisted of data collected from 173 respondents from the Kurdistan region of Iraq and the study covered the period from January to August 2021. The analysis demonstrates that the brand experience of the Dior brand is more inclined towards the feminine than the masculine characteristics of the brand, which makes it more appealing to female consumers. The study contributes to the exploration of the specific concept of the gender dimension of a brand personality.

Keywords

EN

brand; brand experience; brand personality; gender; masculine; feminine

PL

marka; doświadczenie marki; osobowość marki; płeć; męski; kobiecy

• Publisher: Główny Urząd Statystyczny
• Journal: Wiadomości Statystyczne. The Polish Statistician
• Year: 2022
• Volume: 67
• Issue: 1
• Pages: 21-37

Dates

published

2022

Contributors

author

Dimah Fareed Bahjat

• Tishk International University, Faculty of Administrative Sciences and Economics, Kurdistan, Iraq

• https://orcid.org/0000000330907079

author

Ahlam Ibrahem Wali

• Salahaddin University - Erbil, Administration and Economics College, Kurdistan, Iraq

• https://orcid.org/0000000347922232

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Identifiers

DOI

10.5604/01.3001.0015.7086

Biblioteka Nauki

1968000