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

Kwon Jung, KDI School of Public Policy and Management

Cross-Gender Brand Extensions:

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

 

Kwon Jung, KDI School of Public Policy and Management

Winston Lee, National University of Singapore

 

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.
[ to cite ]:
Kwon Jung (2006) ,"Cross-Gender Brand Extensions: Effects of Gender of Brand, Gender of Consumer and Product Type on Evaluation of Cross-Gender Extensions", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 67-74.