Elizabeth C. Hirschman is a Professor of Marketing at the University of Virginia's College at Wise, USA. She is the author of over 250 scholarly publications in the fields of consumer behavior, marketing, advertising, semiotics, social psychology, psychology and anthropology. She is a Past President and Fellow of the Association for Consumer Research and has been named as one of the most cited persons in the field of business and economics by the Institute for Scientific Information.

Branding Masculinity is the first research book to delve into the cultural origins of masculinity in America. By asking men what they consider to be masculine beliefs, attitudes, behaviours, and possessions, the research identifies how contemporary American men form their sense of being manly.

List of Tables and Figures Foreword Preface 1. Tracing Masculinity 2. Men's Perceptions of Masculinity 3. What Women Want 4. Masculinity as a Vehicle 5. Weapons 6. Tools for Hand and Head 7. Alcohol and Tobacco 8. Masculine Grooming and Apparel 9. Retail Masculinity or the In-store Man Cave Index