American = Men? Gender and Cultural Dynamics in the Marketing of Male-Symbolic Brands to Women

Carlos Torelli, University of Minnesota, USA
Chi-Yue Chiu, Nanyang Technological University, Singapore
Hean Tat Keh, Peking University, China
Nelson Amaral, University of Minnesota, USA
Results show that both men-and women perceive only male-symbolic brands to be symbols of American culture as well. Despite this, women highly identified with their gender prefer female-symbolic brands as American symbols. However, women favor male-symbolic brands, via associations with the American identity, when this common in-group identity is salient.
[ to cite ]:
Carlos Torelli, Chi-Yue Chiu, Hean Tat Keh, and Nelson Amaral (2011) ,"American = Men? Gender and Cultural Dynamics in the Marketing of Male-Symbolic Brands to Women", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.