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

Share Proceeding

Featured papers

See More


Silencing the Call of the Sirens

Janet Schwartz, Tulane University, USA

Read More


Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More


‘But Screw the Little People, Right?’ Case of the Commercialization of Reward-Based Crowdfunding

Natalia Drozdova, Norwegian School of Economics and Business Administration, Norway

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.