The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations

Abstract : This research proposes to introduce the concept of stereotype to definebrand gender and to make a new contribution on the analysis of cross-gender extension evaluation. The results of an experiment, made on two product categories and considering the two possible directions of these extensions – from men to women and from women to men – reveal that the perceived fit between the cross-gender extension and the brand is more positive when the brand gender is non-stereotyped and, surprisingly, when the brand extends from the female to the male market. The interaction effect suggests also that the impact of the cross-gender extension direction is more important in the case of a brand with a non-stereotyped gender. Those results challenge previous research. A concluding discussion lays out recommendations for business.
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https://hal-univ-paris10.archives-ouvertes.fr/hal-01735491
Contributor : Nathalie Veg-Sala <>
Submitted on : Friday, March 23, 2018 - 8:26:24 AM
Last modification on : Thursday, February 7, 2019 - 2:48:47 PM
Long-term archiving on : Tuesday, September 11, 2018 - 4:54:43 AM

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Nathalie Veg-Sala. The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations. Journal of Marketing Management, Westburn Publishers, 2017, 5, pp.60 - 74. ⟨10.15640/jmm.v5n2a6⟩. ⟨hal-01735491⟩

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