Azar, S. L., Aimé, I., & Ulrich, I. (2018). Brand gender-bending: The impact of an endorsed brand strategy on consumers’ evaluation of gendered mixed-target brands. European Journal of Marketing.
Chowdhury, T. A., Naheed, S., & Idrish, S. (2023). Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Brand Advocacy by the Customers: Testing the Moderating Role of Gender Identity. Journal of Global Marketing, 1-18.
Ghorbanzadeh, D., Saeednia, H., & Rahehagh, A. (2020). Antecedents and consequences of brand passion among young smartphone consumers: evidence of Iran. Cogent Business & Management, 7(1), 1712766. https://doi.org/10.1080/23311975.2020.1712766
Grohmann, B. (2009). Gender dimensions of brand personality. Journal of marketing research, 46(1), 105-119.
Hussain, S., Fangwei, Z., Siddiqi, A. F., Ali, Z., & Shabbir, M. S. (2018). Structural equation model for evaluating factors affecting quality of social infrastructure projects. Sustainability, 10(5), 1415.
Jin, C.-H. (2014). Adoption of e-book among college students: The perspective of an integrated TAM. Computers in Human Behavior, 41, 471-477.
Khaki, Gh (1999). Research method with an approach to thesis writing. Darayat Publishing Cultural Center
Khan, F. A., Quddoos, M. U., Nawaz, Z., & Hanif, F. (2022). Feminine and Masculine Brand Personalities and Consumer-based Brand Equity: An Explanation through Dual Mediation Model. South Asian Review of Business and Administrative Studies (SABAS), 4(1), 15-30.
Kim, J., Lee, H., & Lee, J. (2020). Smartphone preferences and brand loyalty: A discrete choice model reflecting the reference point and peer effect. Journal of Retailing and Consumer Services, 52, 101907.
Knox, S., & Walker, D. (2001). Measuring and managing brand loyalty. Journal of strategic marketing, 9(2), 111-128.
Lieven, T. (2022). How Behavioral Branding Affects Brand Equity. Frontiers in Psychology, 3812.
Lieven, T., & Hildebrand, C. (2016). The impact of brand gender on brand equity: Findings from a large-scale cross-cultural study in ten countries. International Marketing Review.
Lieven, T., Grohmann, B., Herrmann, A., Landwehr, J. R., & Van Tilburg, M. (2014). The effect of brand gender on brand equity. Psychology & Marketing, 31(5), 371-385.
Lieven, T., Lieven, & Barlow. (2018). Brand Gender. Springer.
Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & Dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96, 376-385.
Mobile Phones, Like All Technologies, Are Gender Neutral. (2013, May 10). Mobile Phones, Like All Technologies, Are Gender Neutral. Ictworks. https://www.ictworks.org/dear-gender-experts-mobile-phones-are-gender-neutral/
Neale, L., Robbie, R., & Martin, B. (2016). Gender identity and brand incongruence: When in doubt, pursue masculinity. Journal of strategic marketing, 24(5), 347-359.
Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234.
Sandhu, N. (2017). Consumer response to brand gender bending: An integrated review and future research agenda. Business Perspectives and Research, 5(2), 151-166.
Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation coefficients: appropriate use and interpretation. Anesthesia & analgesia, 126(5), 1763-1768.
Smartphones - Iran | Statista Market Forecast. (2023, August 27). Smartphones - Iran | Statista Market Forecast. https://www.statista.com/outlook/cmo/consumer-electronics/telephony/smartphones/iran
Sulistyo, D. A., Kirana, E. K., Hendrati, I. M., & Handayani, W. (2021). Brand Gender As The Antecedent Of Brand Love Mediated By Cosrx Skincare Consumer Engagement. International Journal of Economics, Business and Accounting Research (IJEBAR), 5(4).
Sun, B. L. (2022). Is there any Difference in the Perception of the Airbnb Brand Gender across Cultures? An Exploration of Gender and Gender Identity. Global Business & Finance Review, 27(2), 14.
Sun, M., & Kim, J. (2023). Sustainability and Brand Equity: The Moderating Role of Brand Color and Brand Gender. Sustainability, 15(11), 8908.
The Mobile Economy. (2023, August 27). The Mobile Economy. https://www.gsma.com/mobileeconomy/
Till, B. D., & Priluck, R. L. (2001). Conditioning of meaning in advertising: Brand gender perception effects. Journal of Current Issues & Research in Advertising, 23(2), 1-8.
Torabi, M. A., Hamedi, O., Momayez, A., & Molaei Yeganeh, E. (2020). Investigating the Effect of Brand Gender on the Consumer-Based Brand Equity with the Mediating role of Consumer Brand Participation and Brand Love. Brand Management, 7(1), 169-212.
Ulrich, I., Tissier-Desbordes, E., & Dubois, P. L. (2011). Brand gender and its dimensions. ACR European Advances.
Vacas de Carvalho, L., Azar, S. L., & Machado, J. C. (2020). Bridging the gap between brand gender and brand loyalty on social media: exploring the mediating effects. Journal of Marketing Management, 36(11-12), 1125-1152.