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Articles

• Stay close but not too close : The role of similarity in the cross-gender extension of female patronymic brands Azar Salim, I. Ulrich, I. Aimé , Journal of business research, 120 , p.157–174, 2020
• Bridging the Gap between Brand Gender and Brand Loyalty on Social Media : Exploring the Mediating Effects Azar Salim, L. Vacas-de-Carvalho, J. C Machado , Journal of marketing management, 36 (11-12), p.1125–1152, 2020
• Brand gender and consumer-based brand equity on Facebook : The mediating role of consumer-brand engagement and brand love Azar Salim, J. C. Machado, L. Vacas de Carvallo, A. R. André, B. Pires dos Santos , Journal of business research, 96 , p.376–385, 2019
• Brand gender-bending : The impact of an Endorsed Brand strategy on consumers’ evaluation of gendered mixed-target brands Azar Salim, Aimé I., UlrichI. , European journal of marketing, 52 (7/8), p.1598–1624, 2018
• Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions Azar Salim, Cesar Machado J., Vacas-de-Carvalho L. and A. Mendes , Journal of Brand Management, 23 (2), p.153–178, 2016
• Toward an understanding of brand sexual associations Azar Salim, Journal of product and brand management, 24(1) , p.43 - 56, 2015
• Exploring brand masculine patterns : Moving beyond monolithic masculinity Azar Salim, Journal of product and brand management, 22 (7), p.502 –512, 2013
• Moving Beyond Binary Oppositions : Exploring Brand Suexual Associations, In Shona Bettany, Susan Dobscha, Lisa O’Malley and Andrea Prothero (eds.), Gender and Consumer Behavior Azar Salim, Darpy D. , Boston, Massachusetts: Association for Consumer Research, 9 , p.590-617, 2008

Contribution à un livre

• Brand Masculinity or Brand Masculinities ? Toward a new Brand-Typology, In George Christodoulides, Cleopatra Veloutsou, Colin Jevons, Leslie de Chernatony and Nicolas Papadopoulos (eds.), Contemporary Issues in Brand Research Azar Salim, Darpy D. , Contemporary Issues in Brand Research, p.81-90, Athens Institute for Education and Research, Athens, 2010
• Les marques, des ‘sujets’ dotés d’une ‘sexualité’ : vers une compréhension des associations sexuelles à la marque Azar Salim, Editions Universitaires Européennes, Sarrebruck, -0001