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Men will be Men, Women will be Women: The Case of Cross-Gender Brand Extensions.

Reghunathan, A. and Joseph, J., 2017. Men will be Men, Women will be Women: The Case of Cross-Gender Brand Extensions. Advances in Consumer Research, 45, 465 - 468.

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Official URL: https://www.acrwebsite.org/volumes/1024007/volumes...

Abstract

The paper examines the current popularity of cross-gender brand extensions, based on its theoretical foundations in branding and gender differences in information processing strategies. We ar- gue that consumers experience a situation of gender-salience in the case of cross-gender brand extensions, resulting in gender-differen- tial responses towards the practice.

Item Type:Article
ISSN:0098-9258
Uncontrolled Keywords:Brand personality ; Brand gender ; Cross-gender brand extensions
Group:Faculty of Management
ID Code:33985
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:13 May 2020 09:07
Last Modified:13 May 2020 09:07

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