Contents

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

Jung, Kwon / Lee, Winston

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Abstract

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

Issue Date
2005-09-30
Publisher
Association for Consumer Research
Conf. Name
ASSOCIATION FOR CONSUMER RESEARCH 2005 ACR NORTH AMERICAN CONFERENCE PROGRAM "FOR CONSUMERS: STEPS TOWARD TRANSFORMATIVE CONSUMER RESEARCH"
Place
US
the Crowne Plaza Hotel located on the Riverwalk in San Antonio, Texas
Conference Date
2005-09-29
Language
English
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