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authFullName_s : Salim Azar

Brand-sex as a primary category in brand categorization process

Denis Darpy , Salim Azar
The 4th thought leaders international conference on brand management, Apr 2008, Birmingham, Royaume-Uni
Conference papers hal-01517060v1

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

Salim Azar , Joana César Machado , Leonor Vacas-De-Carvalho , Ana Mendes
Journal of Brand Management, 2016, 23 (2), pp.153-178. ⟨10.1057/bm.2016.3⟩
Journal articles hal-03065869v1

Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands

Salim Azar , Isabelle Aimé , Isabelle Ulrich
European Journal of Marketing, 2018, 52 (7/8), pp.1598-1624. ⟨10.1108/EJM-04-2017-0278⟩
Journal articles hal-03065870v1

Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects

Leonor Vacas de Carvalho , Salim Azar , Joana Cesar Machado
Journal of Marketing Management, 2020, 36 (11-12), pp.1125-1152. ⟨10.1080/0267257X.2020.1740293⟩
Journal articles hal-03065885v1

Toward an understanding of brand sexual associations

Salim Azar
Journal of Product and Brand Management, 2015, 24 (1), pp.43-56. ⟨10.1108/JPBM-05-2014-0607⟩
Journal articles hal-03065868v1

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

Joana César Machado , Leonor Vacas-De-Carvalho , Salim Azar , Ana Raquel André , Barbara Pires dos Santos
Journal of Business Research, 2019, 96, pp.376-385. ⟨10.1016/j.jbusres.2018.07.016⟩
Journal articles hal-03065877v1
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Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands

Isabelle Ulrich , Salim Azar , Isabelle Aimé
Journal of Business Research, 2020, 120, pp.157-174. ⟨10.1016/j.jbusres.2020.07.027⟩
Journal articles hal-03065882v1

New perspectives for brand categorization process: the case of brand-sex

Denis Darpy , Salim Azar
37th EMAC Conference, May 2008, Brighton, United Kingdom
Conference papers hal-01517090v1

Exploring brand masculine patterns: moving beyond monolithic masculinity

Salim Azar
Journal of Product and Brand Management, 2013, 22 (7), pp.502-512. ⟨10.1108/JPBM-09-2013-0386⟩
Journal articles hal-03065867v1