4.5 Article

Branding beyond the gender binary

期刊

PSYCHOLOGY & MARKETING
卷 39, 期 8, 页码 1621-1632

出版社

WILEY
DOI: 10.1002/mar.21675

关键词

androgynous brand; binary brand; branding; brand congruence; brand gender cues; brand personality; gendered brand personality; logo

向作者/读者索取更多资源

Gender is an important aspect of personal identity, and gendered brand personality enables consumers to express their gender identity. The congruence between brand gender and psychological gender increases brand equity and purchase intention, driven by consumer self-referencing.
Gender is a fundamental pillar of personal identity, and as such, gendered brand personality is an equally important aspect of brand identity, as it enables consumers to express their gender identity through consumption. However, as gender attitudes and identities change to reflect the broader culture, marketers must continuously re-evaluate how changing gender attitudes and identities will impact consumers' responses to gendered brands. This paper examines the effect of congruence between Gendered Brand Personality and consumer psychological gender on brand outcomes using two online experiments with USA and UK samples. Our findings indicate that congruence between brand gender and psychological gender increases brand equity and purchase intention in brand gender communication contexts including through logo, model, and usage setting. This congruence effect is driven by consumer self-referencing. A follow-up qualitative study using a focus group adds additional insights for the congruence effect in terms of potential boundary conditions and alternative underlying mechanisms beyond self-referencing. These findings suggest that marketers should design their own brand personality to be in line with target consumers' psychological gender.

作者

我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。

评论

主要评分

4.5
评分不足

次要评分

新颖性
-
重要性
-
科学严谨性
-
评价这篇论文

推荐

暂无数据
暂无数据