Brand Gender and Its Dimensions

This paper investigates consumer perception of brand gender and its dimensions. An exploratory study reveals this concept salience and the existence of its six dimensions: 1) the gender of the typical brand user, 2) gendered brand personality traits, 3) gendered attributes of brand communication, 4) the grammatical gender of the brand name, 5) gendered attributes of the logo, and 6) gendered attributes and benefits of the products. Leaning on gender theories in psychology, our results suggests a classification of brand gender in three groups: masculine, feminine, slightly masculine/feminine, with no brand in the high masculine/feminine brand gender position.


Isabelle Ulrich, Elisabeth Tissier-Desbordes, and Pierre Louis Dubois (2011) ,"Brand Gender and Its Dimensions", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 136-143.


Isabelle Ulrich, Escp Europe et Université Paris 2, France
Elisabeth Tissier-Desbordes, Escp Europe, France
Pierre Louis Dubois, Université Paris 2 et Escp Europe, France


E - European Advances in Consumer Research Volume 9 | 2011

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