This paper aims to explore brand sexual associations and to understand the antecedents of these associations by drawing from an anthropomorphic view of consumption and a socio-psychological perspective. An exploratory qualitative analysis based on 18 semi-structured interviews was conducted. Following symbolic interactionism and inter-subjectively reflective approaches, three main methods were used: interviews, projective drawings and a pen-and-paper exercise. The results of this paper strongly confirm that a brand is perceived by consumers as having a sex, a gender and a sexual orientation. These findings point toward a crucial distinction between these three constructs. Construct conceptualizations are developed and definitions are suggested.
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Home Issues 2 Varia Male? Gender confusion in The aim of this article is to raise the issue of gender and sexual identity in classic Japanese literature, through the example of waka poetry and in particular through the analysis of poems by Ise and Fujiwara no Teika. It shows that no definition can do justice to the multiplicity of voices, both male and female, that abound in literature. Momohe ni mo Kishikanukamo to Omohekamo Kimi ga tsukai no Miredo akazaramu.
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