Gender and Web Design: the Implications of the Mirroring Principle For the Services Branding Model


This paper explores the theoretical and practical implications of the mirroring principle to an understanding of how best to identify and sustain service brands’ values. It does this through a focus on the web design aesthetics used in the web sites of small to large companies, and a comparison of these aesthetics with the preferences of target users. A finding of a tendency of the majority of websites to employ what may be termed a ‘male design aesthetic’, and for men and women to have a differential preference as between the male and female design aesthetic, leads to a discussion of the appropriateness of previous service branding models. These models put the emphasis on having employees develop service branding values. Web design is a contributory factor to service branding and it is argued that it is appropriate to continue to place emphasis on the development of values by employees, whether men or women, so long as their choices reflect the complete range of aesthetic choices available. This amendment constitutes a material change to existing services branding models.


Gloria Moss, Rod Gunn, and Krzysztof Kubacki (2006) ,"Gender and Web Design: the Implications of the Mirroring Principle For the Services Branding Model", in GCB - Gender and Consumer Behavior Volume 8, eds. Lorna Stevens and Janet Borgerson, Edinburgh, Scottland : Association for Consumer Research, Pages: 15.


Gloria Moss, University of Glamorgan, Wales, UK
Rod Gunn, University of Glamorgan, Wales, UK
Krzysztof Kubacki, University of Wales, Aberystwyth, UK


GCB - Gender and Consumer Behavior Volume 8 | 2006

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