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ToolsReghunathan, 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: | Bournemouth University Business School |
| ID Code: | 33985 |
| Deposited By: | Symplectic RT2 |
| Deposited On: | 13 May 2020 09:07 |
| Last Modified: | 14 Mar 2022 14:22 |
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