Men Will Be Men, Women Will Be Women: the Case of Cross-Gender Brand Extensions

The paper examines the current popularity of cross-gender brand extensions, based on its theoretical foundations in branding and gender differences in information processing strategies. We argue that consumers experience a situation of gender-salience in the case of cross-gender brand extensions, resulting in gender- differential responses towards the practice.



Citation:

Aravind Reghunathan and Joshy Joseph (2017) ,"Men Will Be Men, Women Will Be Women: the Case of Cross-Gender Brand Extensions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 465-468.

Authors

Aravind Reghunathan, Indian Institute of Management Kozhikode, India
Joshy Joseph, Indian Institute of Management Kozhikode, India



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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