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Gender Inclusive Branding and the Masculine-American Stereotype
Adopting a broad cultural perspective of gender branding, this webinar reviews the effects of a masculine-American stereotype on the brand preferences of U.S. consumers. In this Lunch Lecture @ MSI, Carlos J. Torelli will provide recommendations to make women respond more favorably to female-targeted products introduced by masculine brands, as well as ways to make men respond more favorably to male-targeted products introduced by feminine brands.

Learn more about MSI: http://bit.ly/2OzkwKo

Jun 17, 2020 01:00 PM in Eastern Time (US and Canada)

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Speakers

Carlos J. Torelli
@University of Illinois at Urbana-Champaign
Carlos J. Torelli is Professor of Marketing and Executive Director of Professional and Executive Education in the Gies College of Business, University of Illinois at Urbana-Champaign. He is an expert on global branding and cross-cultural consumer psychology. He is the author of “Strategic Brand Management: Lessons for Winning Brands in Globalized Markets” (Oxford University Press), “Globalization, Culture, and Branding: How to Leverage Cultural Equity for Building Iconic Brands in the Era of Globalization” (Palgrave Macmillan), and numerous articles published in the Journal of Marketing, Journal of Consumer Behavior, and Journal of Consumer Psychology. Before becoming an academic, Professor Torelli was the Marketing Vice President of Citibank in Venezuela and Turkey.