Contents

Cross-Gender Brand Extensions: Effects of Gender of the Brand, Gender of Consumer, and Product Type on Evaluation of Cross-Gender Extensions

Jung, Kwon / Lee, Winston

Abstract

Many brands can possess strong gender identity: Marlboro for masculine images and Channel for feminine images. Over the years, there has been a growing trend of cross-gender extensions among brands, partly due to the unisex trend in consumer goods. This study examines consumers' evaluations of cross-gender extensions in an attempt to identify conditions for successful cross-gender extensions. The results show that the gender of a brand, gender of consumers, and product type influence the evaluation of cross-gender extensions.

Issue Date
2006
Publisher
Association for Consumer Research
Citation
ADVANCES IN CONSUMER RESEARCH, v.33, pp.67 - 74, 2006
URL
http://www.acrwebsite.org/volumes/12481/volumes/v33/NA-33
Journal Title
ADVANCES IN CONSUMER RESEARCH
Start Page
67
End Page
74
ISSN
0098-9258
Language
English
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