Sex Matters: the Effect of Brand Gender on Brand Equity

Theo Lieven, University of St. Gallen, Switzerland
Andreas Herrmann, St. Gallen Universit├Ąt, Switzerland
Jan R. Landwehr, University of St. Gallen, Switzerland
Miriam van Tilburg, University of St. Gallen, Switzerland
Human beings who strongly express their gender are perceived as particularly attractive. The present research examines whether the same principle applies to brands. To this end, it identifies the determinants of gender perception in brands and shows that a brand's gender has a substantial relationship to a brand's equity.
[ to cite ]:
Theo Lieven, Andreas Herrmann, Jan R. Landwehr, and Miriam van Tilburg (2011) ,"Sex Matters: the Effect of Brand Gender on Brand Equity", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 527.